Gaining Consumer Insight for True Brand Story

Monday, January 2nd, 2012 - Branding

Gaining Consumer Insight for True Brand StoryGaining Consumer Insight for True Brand Story

Plato and Descartes attacked the virtue of narrative and this haze of scrap has lasted for thousands of dotage. But in recent oldness the tide has sour and there has been a shift back toward telling stories in brand innovation. Gaining Consumer Insight for True Brand Story

Call consumers to narrate the story of a brand homologous Guinness would suggest that despite a shift toward on the stirring lines, the tack of the rain allows Guinness to saltation this trend. Also, the program of crumbling an Oxo cube implies that firm would escape relevance if the format became expanded convenient, since right will personify absorbing to stare how the recently launched Oxo tubes will fare.

A recent ethnographic study vacated that the Lyles Golden Syrup brand has a fortune of emotional connotation amongst consumers, despite no recall of parcel advertising. Bodily ‘ s a brand that has stood the appraisal of lastingness and connects cloak mums particularly, being bona fide links to the impression of relieving the stress of being a parent and slab to maintain a striving / energy invoice. Lyle ‘ s brand sense for mums is since an augur, or font of all knowledge, hush up the magical aptitude to introduce progeny to their key experiences of muckamuck preparation. The retention is centred around the enjoyable of meal take cover your kids and whence the brand enables a sensory reality, from the well-heeled golden flush and sticky complexion, to the smell of freshly parched flapjacks ( and fresh ). Gaining Consumer Insight for True Brand Story

Gaining Consumer Insight for True Brand Story

Sensitive the heart of a brand onus guidance brand innovation, particularly within the area of brand stretch. Just think about the endless possibilities for Lyles Golden Syrup! However, the arrogance of brand owners prevails with constant brand tracker monitoring, which only serves to tell marketers what marketers want to know and not the things that keep the brand relevant. Relevance is something that is constantly changing and developing, but is rooted in deep connections with the consumer. These connections are built independently, through a personal experience, creating meaning and memories.

Brands such as Marmite feel like the brand of the people and their brand stretch is linked to personal memory. An ethnographic study highlighted that Marmite plays a real role in ritual, as well as flavour combinations. The study also suggested that families see Marmite as a brand that symbolises family cohesion. It can cause powerful division in a household, bonding some family members and creating playful antagonism between others.

It is interesting to think that if brands like Smarties talked to consumers about personal meaning and memories, they would not have moved away from the round tube. This shifted the brand into a more generic emotional territory. The round tube conjured up childhood memories of the plastic lid and the letter… daring your friend to pour the whole pack into their mouth… the challenge of identifying flavours by colour… All of these personal meanings and playful rituals have now been lost and so has the connection people had with the brand.

Storytelling allows people to see, feel and believe – quickly drawing in the listener or reader. Everyone seeks a sense of connectivity and affinity, so it will benefit the innovative and consumer focused brand owners to make sure they understand their true brand stories. Feeding consumer insight and ideas into the NPD programme or of their brand or brand stretch can have real impact and will ensure that NPD does not damage strong consumer bonds. Gaining Consumer Insight for True Brand Story

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