A brand that’s different without being relevant won’t make any difference to consumers
How many minutes of advertising were there per hour of Olympics coverage? An article in the Times confirmed for watchers of the events that they weren’t t imagining things. The ads were as plentiful as the questions to Julia Mancusco regarding her feelings about Lindsay Vonn. For what’s worth, as a marketing guy I watched the commercials with an eye toward appraising how companies position their brands these days. Given the state of the world it was interesting to see which companies were really tapped into consumer sentiment, relevance being one of the key metrics to brand’s success. In my latest article in Forbes Online I explain that the most powerful brands keep their top-of-category positions by ensuring that, even as the marketplace changes, their promises to consumers remain both distinctive and genuinely meaningful to peoples’ lives. It’s a tough challenge, but take a minute to read the piece and see which brands are doing it best.
Image courtesy of Forbes Online
May 31st, 2010 at 3:38 am
As a branding guy, I applaud the fact that Frito-Lay saw their challenge not simply as a pink and girly repackaging effort, but as a bold repositioning move meant to get consumers mcpd to rethink the snack category from a female point of view. Getting women to think differently about the brand, free from images of couch-hugging, bag-clutching, crumb producing fellows is smart.