Ever wonder why so many new products fail after so much effort getting the concept exactly right, and pairing it with a great product? While some failures can be traced to missed consumer concerns or business plan flaws, many simply result from poor marketing execution, such as failing to effectively communicate the concept. It does not matter how good a concept is if the consumer never gets it; nobody reads a concept before making a purchase decision!
Packaging can be a game-changer at the “first moment of truth” and is the one marketing execution every one of your users will experience. After all, nobody reads a concept; your advertising – for those you can afford to reach – and ultimately the package must communicate the idea fully, with no major gaps, or there will be no sale.
Recession. A jobless recovery. Consumer fears stoked with every bank announcement.
No matter how much you spend in marketing, the news networks will out-GRP your glitziest appeals to spend with recommendations to consumers to belt-tighten. So how do you position your brand to “win” with cost-conscious consumers, without lowering your price?
The bigger the company and the greater its internal resources, the easier it is to believe that “we have all the answers internally” when it comes to innovation and marketing ideas. And many people rightly complain that some brainstorming sessions create heaps of undeveloped ideas that never go anywhere. Yet two recent innovation summits that we were involved with have reminded us of the dramatic value that savvy, experienced outsiders with a fresh perspective can bring to a project in just a few days. Read our two brief case studies and learning for the future
Brands are finding the need to partner more than ever, from co-brands like Crest+Scope, to co-locations like Starbucks inside Target stores or Dunkin’ Donuts inside gas stations, to brand sponsorships like branded NASCAR vehicles, and even movie and media integrations like Coke and American Idol. But just because brand demos or even equity attributes line up doesn’t make you the perfect mates; the brand personas can still mix like oil and water (i.e. Crisco and Aquafina). That’s why AcuPOLL developed a new technique to better understand brand archetypes.