For decades, marketers have embraced the concept of a “consideration set”—a supposedly stable group of brands that consumers weigh before making a purchase. This idea aligns neatly with the traditional marketing funnel: awareness leads to consideration, which leads to purchase.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Business is inherently aspirational. Harvard marketing guru Ted Levitt made his mark with a number of pithy ideas about the role of marketing and the purpose of business, all of which...
In our current environment, there are brands taking the opportunity to revitalize. CoverGirl and Burberry are two brands implementing turnarounds. These two brands operate in different segments. But, these two brands have one thing in common: a focus on their brand core.
B2B and B2C brands are often assumed to be very different. One big assumption is that B2C brands are bought on emotions and B2B brands are bought on logic. This is partly, but not wholly true. B2B brands are actually also purchased emotionally, but on different emotions to B2C. B2B brands need to focus on generating emotions around things like reducing risk and increasing efficiency.
It’s time for a new brand-building system to meet the shifting needs of today’s consumers. One that acknowledges that:
