Changing Consumer Psyche

Every time a consumer consumes your product it gives them a whole series of emotional messages. These messages are invariably mixed and often conflicting. A chocolate bar is relaxing and calming as well as stimulating. It gives us sustaining and energy giving messages as well as fattening and bad for me. When the consumer likes…

What can you learn from Alfred Hitchcock?

A Brand needs a plan. Some are very long and complicated, others very concise, even simple – I am yet to be convinced that length, long or short, has any co-relation with quality, but that is for another time. A brand plan makes it clear for everyone what we want to achieve and how we…

Do your staff really think like your customers?

So I read in Marketing Week that Reebok “believes the best way to understand customers is to employ people just like them.” This means that they can be less reliant on data to understand their customers“A lot of us live the brand ourselves so there isn’t as much guessing as there would be if we…

Is your Product Dying on your Watch?

When I was a child in the 1970s if I had been ill my mother would buy me a bottle of Lucozade. It came in a glass bottle wrapped in yellow cellophane. With an advertising slogan “Lucozade aids recovery” it was generally purchased in a pharmacy, it was also a regular gift of hospital visitors…

Understanding your Consumer Journey

I was recently working on a UK household snacking brand and I was struck by a few key thoughts: Like many in this market they were under pressure from every angle: indulgent brands muscling in on their space and health conscious brands waving guilt at the consumer whenever there’s an opportunity. Own label products mimicking…