Never thought to borrow the term, "Shock and Awe," but I'm definitely an advocate of surprising and delighting--and using that to differentiate.
I love that you take this way beyond product design:
- Have a human answer the company’s main telephone line without a menu tree
- Empower customer service agents to solve customer problems without an escalation
- Have the CEO respond to customers on the company’s Facebook page or Twitter feed
- Include a toy dinosaur in your product cartons…oops, that one’s already been done. ; )
In the launch for my new book, Guerrilla Marketing to Heal the World, my shock-and-awe moment is the claim that we can turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance--not through guilt and shame, but through the profit motive. http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/