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…

The Importance of Faith in Branded Marketing

Marketing, we are told, is the second oldest profession and Brands are as old as marketing. In Ancient Egypt Ladies of the one profession that pre-dates us would draw their symbols in the sand so that men seeking their services would know where to find them. In medieval times pictures, colours and symbols would be…

Will This be Good for Me? – Perceptions of Healthiness.

What is a ‘healthy meal’ or a ‘healthy snack’? What makes this meal or snack ‘better for me’ that that one? Most consumers are trying to eat more healthily, trying to make better choices. To balance occasional indulgencies with healthier meals and less fattening snacks. But, when looked at dispassionately from outside, our behaviour invariably…

Sustainability

It is the buzz word in so many organisations that we speak with at the moment. Not just in the marketing department but from board level down, sustainability is a mantra that pervades the organisation. Shareholders, we are told, expect it, pressure groups focus on the bigger organisations and expose any particular weaknesses, customers ask…

Understanding the Story of your Brand

Every relationship evolves over time. A romance starts with attraction, moves onto infatuation, negotiates a “getting to know you properly” stage and moves to stability, commitment, trust and lasting love (we hope). Relationships with friends, even colleagues, move through similar – if less well observed and documented – stages. Every relationship has a series of…

Understanding the Difference between Consumer Wants and Needs

It is de rigueur to be Consumer Centric. For brands and services to plan around the consumer, to deliver to the consumer what they desire rather than just sell what we make. Products and services are supposedly designed around consumer needs, communications focus upon consumer desires and concerns. Companies and brands that focus upon their…