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.
It’s time for a new brand-building system to meet the shifting needs of today’s consumers. One that acknowledges that:
Why would a brand give up on a winning brand promise? Why not contemporize that winning brand promise? Why decide it is best to copy strategies from other brands when you already have a winning strategy that just needs some modernizing?
Imagine for a minute the experience consumers encounter when grocery shopping. As they enter a store or navigate online, in any given category, people will contend with similar product stories and formulations or ingredient claims alongside similar product packaging. Given the continued proliferation of brands, flavors, and forms, it can be a bit of a blur, perhaps bordering on confusing.
What happens when brand magnetism starts to fade, and why are we seeing an epidemic of brands that exist in ever smaller bands of separation and distinction?
