Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing keeping your brand
fresh in the eyes of customers.
We can’t stress enough how important it is for you to
ensure that your brand remains relevant to customers as the market
changes. Over time, consumer tastes
evolve and a brand may become less appealing to target customers, or be
replaced by a competitor's newer product.
For example, the product offered by the traditional game
of golf is not attracting the younger audiences; the brand is growing cold. According to a recent Wall Street Journal
article, disinterest by Millennials is resulting in declining participation and
causing both the sporting and retail sides of the business to revise their
strategies.
New tactics include encouraging shorter and less
expensive 9-hole rounds and offering alternate uses for facilities such as FootGolf. FootGolf is an affordable, family-friendly
game played with a soccer ball and is offered at over 300 golf courses around
the country.
In response to changes in consumer taste, FritoLay,
makers of the old favorite snack Cracker Jack, has created a new product called Cracker
Jack’d. Touted as snacks with impact and
positioned for the adventurous; the new offering comes in nine flavors with ingredients
such as oats and granola. This take-off
on the original snack is styled to attract a broader audience to the
traditional brand.
Consider what you could and should be doing to keep your
brand relevant through new uses for an existing product or introduction of new
ones. When your brand is in decline, or
just needs to be refreshed, remember to Brand Bold and try new something
different.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com.
Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming
live on SantaFe.com KVSF 101.5 FM.
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