Devoted to branding and building and protecting brands

So Google (NASDAQ:GOOG) dives good-intentions-first into the soup of cellphones with a free cellphone software package that is reportedly Linux-based. They’ll work with four cell phone makers who’ve agreed to bundle Google’s programs into their handsets.  

Just don’t forget:

What buyers value most — and what they'll pay the most for — are product benefits. Emotional as well as tangible.  Marketers who understand this and sell accordingly, will always prosper. Those who don't, never will — at least not to the extent they could.

At our shop, our research and experience scream out that most companies misplace their resources by marketing and selling product features.  This includes the phone guys. No matter if it’s “Google”, people are going to want their service to deliver a benefit.

Still most marketers miss the chance to sell what is most valuable — and compelling — to buyers. Consider what we’ve found: Nearly every buyer (96.4%) want to know what the product will do for them.  Strangely, only about half of companies (57.6%) actually provide and describe benefits on their web site.  Weird.