Beware of the Power of Brand: How a powerful brand can obscure the (urgent) need for optimization

We’ve all been there before. You go online to order something from a well-known brand but can’t figure out how to navigate the site. You push through, even though you want to click away, because you know they have a great product and you can’t get it anywhere else. Your motivation to buy is already high.

People who already know the value of a particular brand often remain loyal customers to that brand, even though they may have to suffer through a poor user experience.

But there are those who are not so motivated. They may not be as familiar with the brand and consequently, not so forgiving. Too much friction or anxiety-causing elements can drive away many potential customers.  And big brands need to be aware of this.

Beware of those situations where the power of the brand obscures the quality (or lack thereof) in your messaging.

— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

In this Quick Win Clinic, Flint McGlaughlin takes a look at UBER’s landing page to see if the quality of the user experience matches the quality of the brand. Watch the video to learn how to avoid the marketer’s blind spot.

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  1. Max says

    I can see how this would be true, but on the flip side you’d also think that big “powerful” brands like this would have the biggest budgets for usability testing/etc. I guess maybe that assumption is wrong, and big brands can be just as lazy when it comes to testing things as the smaller guys.

    1. Paul Cheney says

      Lazy might be a strong word. Big brands can have different priorities in the same way smaller guys do, maybe? 😉

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