Premium POV

Established brands need to work harder

We all know that awareness is the first and necessary step toward getting customers to buy. But what about brands that already have awareness? They often lose at the point of sale because another brand is cheaper, has something new to offer, or (in the case of grocery products) they have bad placement in the store. At some point, established brands have to work a little harder to maintain (sometimes re-gain) ground in such a price-sensitive economy.

Last night I saw a :30 spot for a well-established, premium brand. The messaging was clearly corporate-driven, with copy lines that sounded more like a business objective than consumer messaging. It was this brand’s attempt at being relevant. While the big, brand attributes were articulated, nothing in the spot would appeal to purchasers of that brand’s products; it was an attempt at being both tactical and branded at the same time. Granted, it’s tough to be tactical and brand-building in a :30 or a :15 spot, but it can be done. You just have to say what’s important to the consumer , and before you can do that, you have to know what’s important to the consumer. And that’s where most clients fail. Established brands have to keep saying what’s relevant, and if the managers of these brands lose sight of that, their brands will lose ground.


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