Tastes Great! More Engaging!
I don’t do this nearly enough, but here’s an interesting take from Dave Knox, a brand manager for an unnamed CPG company, on why old brand marketing approaches don’t work on today’s customers. In a phrase, it’s the new need for associations with a brand. Unless your product or service can stand head and shoulders above the competition as the best performer, then you’re going to need to rely on creating other attributes about it that make it memorable in consumers’ eyes. And more likely than not, that creation is going to have to occur in the digital realm.
A Brand Manager’s Call for Change
One point I’d add is that many, even most consumers now discount the kind of straightforward claims marketers used to make. However, they’ll give more credit to those same claims when they come from average non-marketing types like themselves.
Gee, wonder where a person could go to get advice about products and brands from other civilians? Oh, yeah….
