While Efficacy is important, Consumer Belief in your brand is Critical

There are many areas in consumer healthcare, domestic and personal hygiene where the efficacy of the products is similar across all brands and variants. Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, disinfectants… all achieve their stated objective. The difference, the competitive advantage, therefore comes in consumer preference and ultimately in the consumer’s belief in…

Understanding Flavour Preference

We spend a lot of time, effort and budget trying to deliver the best flavours, aromas etc. but do we really understand what we mean by the best flavour? Is it the best flavour because most people choose it in blind tests? Does that mean that they will always buy it over the alternatives or…

Change your Thinking!

Sometimes it is not new knowledge that you need but a different perspective. I was presenting some research findings to a client the other day when they suddenly exclaimed “Now I get it! What we need to do is….” I do not think that we had imparted any magical new knowledge, but we had helped…

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…