The Secret Marketer is a pseudonym for a contributor of columns and opinion to MarketingWeek. They recently wrote an article that caught my attention. Titled “Progress will only happen if there is jeopardy” the article makes…
Your consumer has a relationship with your brand. It is probably not as close or involved as you would like to think. Even the most brand loyal of your consumers probably barely thinks about your…
It is emotional cues that differentiate a brand from its competitors more than anything else. They prompt consumers to choose a brand of preference – or to believe that they are all the same and choose the cheapest. When you understand these cues, you can shape your product development and your communications strategy to maximise the right cues to positively differentiate your brand from its competitors.
In order to help Mars in their quest to improve children’s nutrition we had to dig deep into the desires and motivations of children as well as mothers. It was imperative to understand the conflicts, tensions and compromises that were being made and why. We were then able to develop a taste profile that was immediately appealing to children with different flavour variations to appeal to younger and older school age children while also having sufficient real food values to appeal to mothers.
When you think about your consumer journey, think about what is it that differentiates your journey it from your competition. What makes it different? What makes it stand out? What makes it memorable? And, most importantly, What makes the consumer choose to come back to experience your journey rather than that of your competitors?
Speak with us about your needs and we will work with you to create the best project design to give you the answers together with clear practical recommendations to your problems.
