It’s time for a new brand-building system to meet the shifting needs of today’s consumers. One that acknowledges that:
NEW THINKING
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Robert Wheatley, Author at Branding Strategy Insider - Page 3 of 5
The Tin Man in the Wizard of Oz wasn’t originally designed with a heart because he’s, well, a machine. Yet it was the heart he wanted and inevitably needed. Are brands in a similar position?
Imagine for a minute the experience consumers encounter when grocery shopping. As they enter a store or navigate online, in any given category, people will contend with similar product stories and formulations or ingredient claims alongside similar product packaging. Given the continued proliferation of brands, flavors, and forms, it can be a bit of a blur, perhaps bordering on confusing.
What happens when brand magnetism starts to fade, and why are we seeing an epidemic of brands that exist in ever smaller bands of separation and distinction?
You may agree new product introductions are the lifeblood and engine powering growth of most CPG food, beverage and lifestyle brands. Annual company income forecasts often project incremental balance sheet gains, based on successful outcomes to secure velocity and repeat purchase of innovations. While it’s true that the vast majority of our assignments are related to new product introductions, we often encounter challenges at the front door.