Brand & marketing

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 impor

Product differentiation often goes hand-in-hand with a product orientation approach. With this approach, the company employs an advertising strategy that aims at clearly identifying the attributes that distinguish a brand from its competitors.

The circle of influence is known as your target audience. Your target market is the sea of people to whom you want to sell your product, and the best way to tackle it is to segment or profile it. For example, Snap-on, which manufactures high-end tools, diagnostics, equipment, software, and service solutions, is a great example of a company that kno

So how do you turn this shift in the signalling of wine status to your advantage? Ana Andjelic suggests modern brands (and I'd add wine brands) can thrive in the aspiration economy by aligning with Andjelic's “Four C’s”:

• Content: This means sharing stories, tutorials, and insights that educate consumers about your wine, its culture, and its histor

M&S Food Porn

• Marks & Spencer's food advertising uses slow-motion visuals of food, dubbed "food porn," to trigger primal responses.


• This technique, focusing on food in motion, dramatically increased sales, exemplifying multi-sensory marketing.

Transcript:

Phil Barden

So my second example is Marks& Spencer's in the UK, which is an

A: Exactly. Most consumer choices are done without deep thought. People don't have the time, energy, or inclination to assess the ramifications of every brand decision before they buy. The fact that people are not as sensitive to brand variance as we think makes strong brands more powerful, not less.Ironically, the less energy people spend analyzin