Roald Dahl’s magical children’s novel “Charlie and the Chocolate Factory” is a wonderful tale about a young boy who, against all odds, triumphs over adversity. It’s a story told a thousand times in as many different ways but what make this one special is the Chocolate Factory itself. Staffed by Oompah-Loompahs (a fictional race of little people) the factory creates all manner of wonders from Everlasting Gobstoppers to Square Sweets That Look Round.
Dahl told great tales. His imagination and creativity seemed to know no bounds. Had he been in advertising, he truly would been a force to be reconked with.
And thanks to Mr Dahl, I spent much of my childhood imagining what it would be like to actually eat a Wonka Bar. Then not so long ago, I got the chance to do just that.
The sad thing was, it was not as delicious as it was in my imagination. It was nowhere close. Maybe it had to do with the lack of imagination by the company who bought the rights to market their products as Wonka merchandise. Or maybe it was my fault, since the expectation built by my exposure to Dahl’s story was so great, it could only have resulted in disappointment.
And that’s the point: it was the story that built my expectations. Who knows? Had they actually mixed the chocolate with a waterfall, my experience with Wonka chocolate may have been exactly as it had been described in the book.
After you’ve spent all that money on an incredible advertising campaign, don’t think it’s going to keep you in business. Excellent advertising demands an excellent brand experience and vice versa.
Fulfill half the equation and you halve your lifespan in your market…