Brand Strategy: Creating A Brand Advantage
Sometimes when I am faced with a problem, I can only see it from one viewpoint. The result is that I get stuck and can’t figure out how to solve the problem.
NEW THINKING
Sometimes when I am faced with a problem, I can only see it from one viewpoint. The result is that I get stuck and can’t figure out how to solve the problem.
There’s a coveted place beyond brand preference. It’s called brand insistence. You’re there when your brand is perceived to be the only viable solution for the customer’s need. Put another way, the customer does not pursue substitutes if the brand is not available. The brand has established a consideration set of one.
We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence.
One of the typical questions marketing people ask themselves is, What’s the lifetime value of a customer?
There’s a coveted place beyond brand preference. It’s called brand insistence.