An ingredient brand is a well-known brand with well-known qualities that is included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product.
This is the time of year when many marketing departments decide how their particular share of the industry’s enormous marketing spend will be applied in the following year.
For years, we have lamented the lack of marketing savvy used in developing city and town mottos, taglines and slogans. A very small portion of these are effective in highlighting their municipalities’ unique value propositions.
We get it so wrong don’t we? We develop ideas and look to see if they’ll work by intricately studying people’s actions and reactions. We poll them. We survey them. We sample them. We question them exhaustively. Whereas, what we should be doing, according to Dr. Art Markman, is studying our customers’ habits and developing products and services that fit with how people want to behave.
Brands are all about habits. But as this article in Time reminds us, sometimes the best thing a brand can look to do is to change a habit – even if they helped create the habit in the first place. Of course, brands tell themselves they do this all the time – but for many brands, the focus of their problem solving is on increasing consumption.
