Increasing The Appeal Of Your Brand

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Susan, a Vice President of Marketing in New York, New York who asks this on increasing the appeal of a brand…

How can we broaden the appeal of our consumer packaged goods brand?

Thanks for your question Susan. Extending a brand to a new consumer segment requires innovation around a higher meaning. To extend the meaning of a brand to appeal to a wider consumer segment is more about meaning than products. Creating new value always involves proposing new or unexpected meanings that delight consumers. What matters most to people is not the function or performance of a given product, but their emotional, psychological and cultural connection to what the product means to them. New value is in the “meaning” not in the physical thing. People don’t just buy product, they buy into a higher meaning. This unexpected idea, unsolicited by user needs, once discovered, turns out to be the very thing people were waiting for, just not asking for. Increasing a brand’s relevance to a broader consumer segment requires insight to be out ahead of the customer’s stated needs and connecting with their unspoken aspirations and dreams. This is what people really care about. The products / brands that best represent these higher ideals are usually the ones that reshape their categories, change people’s behavior and lead markets.

Study those that are most important to the brands future, reposition the brand for higher meaning and develop the strategy for bringing this new meaning to life at every point of customer contact.

Have a question related to brand or growth strategy? Just Ask The Blake Project