Why Products With Disastrous Usability Survive For Ages?

 To be successful in business you need to have a damn good product or service.

Recently while shopping - it was a week prior to Halloween and we were raising candy begging kids preparedness - I bumped into a huge bag of Carambar.

Memories from my childhood came up. Usually we got these at the local swimming pool in summer, or in winter when ice skating.

I immediately remembered how this mixture of caramel was sticking between the teeth. Always a bit afraid that it would never get off. It was so damn sticky but exceptionally delicious.

We bought the bag - it was a blend of different flavours. I could not remember that Carambar would come in flavours different than caramel. Maybe I just can not remember any more, or they've been adding in efforts of innovation initiatives some other flavours to the portfolio.

Halloween came, and unfortunately no kids were ringing the bell at the door. This led me to test this awesome product on my own.

I opened the bag and started to pick some of the bars and started to open them. - Immediately I had another very strong memory. The fact that you could never remove the packaging in one piece. Even worse, the fact that there were always - no matter how sophisticated your strategy of unpacking was - little pieces of the packaging material left sticking to the very sticky Carambar. 

Yes - in terms of unpacking usability, one of the worst products ever seen. And this for decades!

Now, since innovation is new flavours instead of making the original even better, I tested all versions in the bag.

They are all delicious. The innovation initiative obviously has been optimised for the right endpoints.

But packaging, ... total disaster!

I hope they did the testing of the packaging paper in terms of toxicity well, since I do not see kids being patient enough and having the right surgical skills to unpack a Carambar correctly getting access to clean and pure Carambar. 

Doing a bit of research. Carambar was invented in 1954. As it seems the product has been around eversince. The brand changed ownership which is nothing but uncommon for candy products.

One thing which is specially mentioned is a fact about the packaging. It's not the usability which sticks to consumers minds but another feature. - A special feature and French tradition is the packaging, which is printed on the inside with jokes or wisdom to amuse the consumer.

So, as it seems to consumers, the tricky unpacking is off set with some humour and jokes. - I just never got the paper staying in one piece for me to read the jokes.

Reading about importance of usability, there are numerous studies that proof that poor usability results in customers not buying from you.

Nevertheless, there are poor usability products surviving for decades.

What is usability? - It's when you don't get frustrated about the product you are interacting with?

Now in terms of Carambar? - The struggle in unpacking might increase the desire for the delicious sweet. And the sweet flavoured sticky Carambar is tasting so good that all the pain in getting to the point of tasting it is forgotten. - Is this the success of a product surviving already almost three quarters of a century?

What do you think? - With seven decades of success, would it be time to invest into packaging innovation? Or would this even destroy the authenticity and originality of the product?

The Crucial Role of Marketing, Branding, and Customer Experience in Value Creation

In a world increasingly characterized by choice and abundance, distinguishing your product from the crowd has never been more challenging or more important. At the heart of this issue lies the trinity of marketing, branding, and customer experience. When leveraged correctly, these three elements can dramatically elevate your product's perceived value and, consequently, its marketplace success.

Marketing: Driving Awareness and Attraction

The journey of value creation begins with marketing. An impactful marketing campaign raises awareness of a product or service, familiarizes potential customers with its unique selling propositions, and piques their interest. In essence, marketing creates perceived value. It showcases the benefits, features, and potential solutions that a product or service can provide, thus making it attractive to the target audience.

Without effective marketing, even the best products may remain unnoticed, like undiscovered gems. Therefore, marketing is a catalyst that propels a product from obscurity into the limelight. It's a key contributor to the value creation process, transforming latent potential into tangible demand.

Building that marketing concept starts way before the product is even being developed. Actually, it is an essential part of developing the product on the first place.

Branding: Cultivating Trust and Loyalty

Branding goes hand in hand with marketing. While marketing brings a product or service to the customer's attention, branding establishes a product's identity, ethos, and long-term relationship with the consumer. Brands communicate the intrinsic values and personality of a product, making it relatable and trustworthy.

A well-constructed brand fosters loyalty, encourages repeat purchases, and can even justify a higher price point due to its perceived quality and value. Moreover, it enhances the product's resistance to competitive pressures by establishing a strong emotional connection with consumers. In this way, branding is not just about immediate transactions, but it plays a crucial role in long-term value creation and business sustainability.

Customer Experience: Sealing the Value Proposition

Even with top-notch marketing and a strong brand, the value creation process is incomplete without a compelling customer experience. This includes every interaction a customer has with the product or the company, from pre-purchase information searching to post-purchase services.

The customer experience should be engaging, consistent, and personalized, as this creates a deeper emotional connection between the customer and the product. Positive experiences not only make the customer feel valued and satisfied, but also increase the likelihood of word-of-mouth recommendations, thus indirectly amplifying marketing efforts.

Furthermore, an exceptional customer experience helps to substantiate the claims made through marketing and branding. It ensures that the product delivers on its promises, therefore solidifying its value proposition and building a trustworthy reputation.

The Harmonious Blend of Marketing, Branding, and Customer Experience

In conclusion, the triumvirate of marketing, branding, and customer experience drives significant value creation in the product realm. Individually, each plays a unique role, but together they form a harmonious blend that elevates a product's perceived value and market potential.

While marketing introduces and attracts, branding deepens the connection, and customer experience validates and strengthens that bond. By prioritizing all three, companies can not only enhance the perceived value of their products but also cultivate a loyal customer base that continues to drive sustainable business growth.