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November 2008
In this month's issue:
- Change. so what?®
- Best Practices: Brand building during the transition
- We know people. so what?®
Change. so what?®
A look backwards to a year ago and some may wish for days gone by. But the market has a funny way of letting us know when it is time to change. Now with customers morphing and competitors making corrections, your organization is probably plotting their own adjustments to thrive in tumultuous times. Before you undergo a metamorphosis we suggest a focus on those elements of your offering that should remain constant.
Best Practices: Brand building during the transition
In times of upheaval people tend to seek comfort in what is known and reliable. Will your brand be the one that customers seek out? We recommend the following framework for monitoring how the marketplace and your responses are paying off.
Assess if changes in the marketplace mindset impacts movement through your marketing funnel.
- We typically recommend periodic deep dives on brand trackers to enhance visibility to sometimes subtle issues that might be difficult to discern quarter to quarter.
- Re-examine the next wave of your brand tracker to ensure you are able to measure the subtleties of how different customer groups are won over, converted and retained.
As you seek to realign your messaging to the new world order, do ensure that your new snappy campaign does not detract from your brand’s Relevant Clarity®. Our R&D proves that a sizeable portion of a company’s financial performance can be attributed to a brand’s Relevant Clarity®.
Understand the impact of each product in your portfolio.
Dig down to look at how your sub-brands or individual products are contributing or detracting from your brand’s position. A new product that seems to be winning with short term sales may lead you down a long term path that detracts from the long term success.
We know people. so what?®
Our friends at DYG have completed their much-anticipated report detailing how the changing economic landscape is affecting consumer values. The in-depth report includes shifts in values, beliefs, and attitudes as well as trends, themes and hot buttons.
For more information on how to obtain the full DYG report, please contact us.
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