Why consumers aren’t buying your brand when you’re the best in category.
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.
Improving children’s nutrition in India
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.
What is the best consumer journey?
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?Find out more
How do I create new opportunities to drive growth?
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.Find out more
The reason why you like certain flavours and not others?
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.Find out more