Since last fall we have been compiling and sharing the 40 Most Common Brand Problems and our suggestions in facing each of them. Thanks for sharing your experiences, they are helping to shape our list. Number 29 has proven to be a fatal blow for some brands…
Common Brand Problem Number 29: Not really understanding the consumer, her needs, and motivations
Analysis: This is the “kiss of death” for a brand. A brand only exists to uniquely meet consumer needs.
Key Point: An important part of any business is staying in touch with consumers, understanding what they need and why they are buying the business’ products and services. Your research should include ongoing market research (of consumers and competitors) and ongoing brand equity monitoring. In-depth qualitative research will give you a better understanding of consumer needs and motivations. This includes ethnography (putting yourself in consumers’ shoes by observing their brand shopping and usage patterns in real life situations) and projective techniques (“If the brand were an “animal/car/person, what animal/car/person would it be?”), among other types of research.
Very successful companies, such as Harley-Davidson, experience the brand right along with their consumers.
The Blake Project’s brand management equity measurement system is comprehensive, measuring each of the five drivers of customer brand insistence – awareness, relevant differentiation, value, accessibility and emotional connection – along with other factors such as brand vitality, brand loyalty, brand personality and brand associations. Contact us for more on brand equity measurement
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
