All posts filed under: Shopper attitudes and behaviours

Brand participation - not everyone is in the market at once

Brand participation: Not everyone is in the market at once

It’s tempting to think of consumers in binary terms in relation to the brands you are responsible for: in, or out; buying, or not buying; loyal, or not loyal. But for many brands, the status of an individual can be more complex. At any given point in time, people can take on other roles in relation to your brand, and in relation to your competitors’ brands, that nevertheless have a direct influence on your competitiveness.

Why consumer brands are increasingly personal

Why consumer brands are increasingly personal (and what that means for you)

This is the year of wearables it seems. Morgan Stanley are predicting shipments will top 70 million this year and grow to 248 million by 2017. But the thought that wearables themselves will feature in consumer and business spending across areas ranging from fashion and fitness, healthcare and insurance also points to escalation of another trend. Products and services are now less about what consumers have or get and more about who they are and want to be.

The next era of brand conversations

The next era of brand conversations

Too many brands continue to fail at convincingly placing what they have to offer inside the lives of the people they are trying to reach. A lot of that seems to come down to a simple mis-alignment of priorities: whilst marketing teams ponder data and speak earnestly about really understanding their buyers as individuals, those interests are not reflected as clearly as they should be in what they end up saying.