All too often, we find brands laser-focused on touting their “superior” specs — formulations, ingredients, sourcing, process, science, engineering and standards of performance — believing this forms the unshakeable foundation of their brand outreach path to fame and fortune.
It’s time for a new brand-building system to meet the shifting needs of today’s consumers. One that acknowledges that:
The Tin Man in the Wizard of Oz wasn’t originally designed with a heart because he’s, well, a machine. Yet it was the heart he wanted and inevitably needed. Are brands in a similar position?
Imagine for a minute the experience consumers encounter when grocery shopping. As they enter a store or navigate online, in any given category, people will contend with similar product stories and formulations or ingredient claims alongside similar product packaging. Given the continued proliferation of brands, flavors, and forms, it can be a bit of a blur, perhaps bordering on confusing.
What happens when brand magnetism starts to fade, and why are we seeing an epidemic of brands that exist in ever smaller bands of separation and distinction?
