Have you ever thought of the fact that why things become unpopular?
While searching on this topic on the internet, I stumbled across this recent study which shows trends which define consumer behavior towards brands. The study reveals how brands become unpopular.
What triggered this thought in my mind?
Interestingly enough, what triggered this thought is a telecast I was watching on Fox History on how the concept of SuperMarkets emerged and how it has revolutionized the way people looked at buying and hence emerged brands which connected with the consumer.
“But at the same time there were brands which lost in the race, they were there, but somehow became invisible to the consumer”
While studying these trends, what I found out was that in todays fast paced times, the consumer is being hit with so many messages across each second that its normal for a human to remain with some and the rest are given the slip.
Fast and the Furious
Shopping in a retail supermarket where you have multiple choices of any given item is surely the best way to get lost.
So how do brands in these times keep up?
Well, you need to create a differentiation (No, I am not talking about a differentiation in your product) that is surely a crucial part for your product anyway, what I am reffering to is the differntiation in terms of catching hold of your consumer who has lesser time than he ever had. You need to make your brand be there with your consumer not aiming to be holding onto them, but simply make sure that you emply factors enough which give you the right place and the right time!
“Don’t try and buy the loyalty of the consumer in such a short time, get their attention“
All of this may sound pretty obvious and familiar, but I wonder why marketers have not been concentrating on just this one factor?! I fail to understand that why are brands after me in buying my loyalty. I shall become loyal to you if I get you at the right time and in time! Coz, what I am is short of time!
First of all, I guess your post is bit over my head. But whatever I can get, here’s my views.
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I slightly disagree with your opinion.
It MAYBE the attention of consumer at first, but ultimately its the loyalty that matters.
” but I wonder why marketers have not been concentrating on just this one factor?! I fail to understand that why are brands after me in buying my loyalty. ”
Can you answer why some people prefer Macintosh over Windows, even when the softwares/support available for Mac are far less. Or take the example of iPod over any other available hi-tech gadget. Some prefer Nike over Reebok or Adidas, no matter how high prices are. Coke over Pepsi, even if coke is not available some people prefer not to go for pepsi. Tribune over any other good NEW newspaper…..there are millions of examples.
Its the loyalty !!! They are loyal because they feel connected to that brand ( not necessarily because its good from other available options ).
Thanks Ankit, for your comment!
Well, let me put it this way…that there are three classes of consumers:
1. The early adopters
2. The laggards
3. The majority
Now each brand has been concentrating more on the laggards and the majority as these are the safest set of consumers to be with! But what we are discussing (loyalty) is a subjective issue, which in my terms depends upon:
1. What need the product is solving for the consumer. (Coke and pepsi are not life saving drugs)
2. For how long has your brand been in existence?
Now, this post is more towards the retail stores, which stock multiple products which are towards addressing similar consumer needs) the placement and positioning of items on these shelves is of extreme importance, as the consumer is not to spend his lifetime in the store! He has NO TIME and already knows which brand he is going to get, but does that mean that new brands have no space to enter in?
NO, thus new brands would have to create this differentiation of TIME, being with the consumer for the TIME BEING as we call it in English. Be there in that moment, rest loyalty as Iv mentioned in the post gets created in that moment itself.
So what I am saying is brands should focus on creating this differentiation of being there in the moment of time! So it should essentially be a momentous brand!