Consumer Marketing

Consumers shop categories first. In other words, they must have a need or a reason for using the category (ie, toothpaste) before purchasing a brand (ie, Crest® or Colgate®). For that reason, it is important to thoroughly understand the rational and emotional reasons for the category use.

• That sounds so simple, doesn't it? Unfortunately, a lot of research today lightly skims over the category information to focus just on the brand information. As a result, many brand messages are off target.

Every consumer activity (from brushing teeth to buying a status watch to buying a pet's toy) has specific underlying needs and emotional associations. The brand message that most closely taps into these specific needs will build its consumer loyalty and market share.

• Again, if you do not have a thorough understanding of WHY the consumer is involved with the particular category, then your message will be off target. The reasons are deeper than "toothpaste cleans teeth." There is a deeper symbolic association that drives the consumer. That's what we help you uncover.

Our proprietary Structured Strategic Thinking® marketing process helps you identify and position your brand's attributes/benefits so that they tap into the consumers' rational and emotional associations. We help you correctly position these images so that their connotations tap into consumers' deeper symbolic associations. This will build loyalty and emotional connection with your consumers.. and sales!!!