Identifying the best product to drive growth is not just about identifying a product that consumers “like.” In order for it to succeed the product must answer a real need in the consumers’ lives. This need may be currently unrecognised, or it may be satisfied by something else. In either case we are asking consumers to change their behaviour and that needs a special approach.
Our likes and dislikes are an amalgamation of our experiences – much like our individual personalities – and thus unique. However, our experiences are a function of the culture and time that we grew up in and so we share more commonalities with our compatriots than we might imagine.
Most marketers and manufacturers know what must be done to develop their product and how to do it. On the other hand very few know what is the optimal emotional journey that they should be orchestrating for their consumers.
Whilst each loyal consumer will have their own story with your brand, there is always a common theme. An emotion or set of emotions that creates the loyalty bond. When you understand this, you can pull upon these threads. You can change your communication to deepen these ties, to attract new consumers and create loyalty among more occasional users.
By moving the focus away from the rational benefit and by understanding consumers’ emotional experience of the product we were able to reverse the problem of commoditisation and reverse the fortunes for Cravendale.
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.
