The pace of technological and social change is bewilderingly fast. In the world of brand and communications, we feel this particularly keenly, with the digital revolution transforming the way that brands seek to connect with people.
By basing your brand evaluation around people, and the reality of how they choose brands – which is still governed by “analogue” mental networks, even if those networks can be digitally disrupted these days – then you can find the best strategy for growth.
Put simply – I don’t feel close to that brand of brown sauce. But I do feel closer to that brand than to any other. This helps that brand to have a higher perceived value for me at the moment of choice – it ranks first.
Brands that grow are chosen by more people, more easily, more often
3 quick tips to drive success
- Be salient to be considered - Make sure your brand comes to mind at the moments that matter. No matter how many competitors you have, people only ever consider a few brands. Be one of the few.
- Be chosen first at the moments that matter - Make sure your brand has the highest perceived value. Do so by making sure your brand performs well. Then make sure your brand has created a stronger emotional connection than the next brand. But do not worry if people do not love your brand. Just strive for like more. Why, because brands with stronger brand desire see a greater Share of Wallet.
- Be easy to choose - Which means be available and visible and in the format people want. This is so much more important, and more profitable than focusing on price (regardless of sector or geography).
[WEBINAR] The Forces of Customer Experience
Do you truly understand the Forces that are at play in your customers’ minds? This new webinar accompanies our brand new CX whitepaper, 'The Forces of Customer Experience: The science of strong relationships in challenging times'. Hear from the author of the paper and Ipsos' CX Chief Research Officer, Jean-Francois Damais,
[CANCELLED] Ipsos Event: Bank, Finance & Insurance: 2020 & Beyond
Thank you very much for registering to our event “Bank, Finance & Insurance 2020” planned for the 12th February.
In view of the epidemic outbreak in the region, we consider it safer for all to cancel this event.
Instead, to allow you to benefit from the data, insights and case studies we intended to share on the day, we will be setting up a series of webinars towards the end of February. More will be announced on this soon.