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Hype vs Excitment: Making it Apply to Your Clothing and Your Company

July 22, 2009

This blog post, was found on the Church of the Customer blog, and is an important look at the difference between hype and excitement.  The key, whether you sell shirts, trousers, suits, tuxedos, menswear collections or any other product for that matter,  is to limit your political risk, personal reputation risk and to protect your word by offering excitement about your brand.  Focus on the excitement side when building your store or clothing brand, and make them the running themes and targets.  Focusing on the hype alone will mean a short-term success at best.

Here are just a few of the differences between the two:

Hype is: Excitement is:
An impossible promise A realistic promise
Sales-driven Value-driven
Exclamation points Passion
Obnoxious Contagious
Cause for mistrust Cause for belief
Overuse of adverbs Adverb-free
Narcissistic Optimistic
Segway Bike Friday
Contrived Authentic
Unsustainable Fuel for the future
From COTC readers:  
Bound to burn out quickly Bound to improve ROI (Zoltan Devai)
Overpromising Overdelivering (Dan Limbach)
“Some restrictions apply” Free (Bob Poole)
Mob mentality Individual thrill (Jeannie Walters)
Artificially colored cornstarch Top sirloin steak, medium-well (Jon Nichols)
Showing off Showing up (Maria Reyes-McDavis)
Focused on yourself Focused on your customer (Bruce Kaechele)
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