The shelves are ‘empty’- outta my favorite Nescafe Coffee (Small-size Tin pack) again, so I opted for a Me-too brand instead. ‘Though a short term strategy I said to myself’. However, the Alluring aroma and Tasteful feeling I am use to were missing, having this supposedly trial Me-too brand. Regretfully, I am convinced that I will not repeat this again. That evening I reminiscent about the ‘Consumer touch-points benefit’: -emotional jerk that sort of overwhelm me opening the coffee tin, holding the lid in one hand, scooping and pouring coffee portion into waiting hot water, the stir releasing arousing aroma arresting the air you breath in. These are awesome feelings you cannot afford to miss being -a ‘brand advocate’.
The typical Brand advocate keeps trusting and sustaining the perceived values of his/her brand. Often, it is hard to deplete the brand equity level across an entire pool of brand believers. Recognizing their concern, and willingness to give their brand the benefit of doubt, when it falls-short of expectation. However, sensitive brand manager must closely align their strategy with the brand marketers to critically observe analyze reports and data of consumer insight regularly.
In this case, will I continue to watch a see my favorite brand loose its ground to Me-too brands that are quickly grabbing values they can latch on as fast as they can. Probably so, until my favorite brand wakes up from its slumbering. Category brand leaders do not abandon their treasure troves.
The 'Me-too' brands are fastly filling the spaces available on shelves. Will real brands stand alof and just watch as rival chew-up their equities?
Posted by: Mudi Mustapha | 08/15/2010 at 06:04 AM
Focus brand protects and would be sensitive to quickly notice marketing dynamics.
Posted by: Mudi Mustapha | 08/15/2010 at 06:08 AM