Imbuing brands with a sense of difference
After 5 years building in consumer, a huge learning is that “creating a feeling” is the most inportant thing for building a resonant brand. Product and services end up being interchangeable but the feeling in a customers mind is not. The best brands are the best storytellers with the most authentic messaging. To action this, we’ve seen success... See more
Paul Venuto • feed updates
Kantar shows that differentiation is key to younger brands, but distinctiveness for older brands , generalizing our research showing the importance of sticking to your positioning. Second, emerging markets see a greater importance of differentiation. As Manoli ponders, distinctiveness may suffice for habitual buying , while differentiation is
... See morelinkedin.com • Deli Distinctiveness and Differentiation
Instead, better is to focus on creating and nurturing brand differentiation in the eyes of the consumer, through creation of buyer value. Buyer value protects a brand’s pricing power, as consumers are willing to pay premium for value they think they cannot get anywhere else.