Three Questions Every Brand Should Ask Itself

Consumers are demanding more all the time. Yet they seldom get all they want. As a result, it often takes very little to delight them.

In light of our economy’s shaky recovery, nonprofit and socially conscious brands alike need to innovate. This needn’t be difficult or expensive. Let’s examine Nabisco’s Premium Saltines brand. More than 100 years old, Premium is not complacent. It asked three simple questions.

1.    How do people interact with our product?
The product has been packaged in boxes of two or four sleeves for decades. Most Saltines are consumed with other foods like soup, salad, cheese or peanut butter. Thus, an entire sleeve is rarely consumed in one day.

2.    What do they think about us?
Saltines are wonderful, but they go stale quickly. Most people don’t eat stale crackers. They throw them away. No one likes throwing away food.

3.    How can we make it better?
If your crackers go stale, you need to buy more crackers. If consumers kept their Saltines longer, they’d buy less. No actually. Saltines go stale, and consumers switched to another brand.

Fresh Stacks provides a reason for reconsideration. Repackaging resulted in a reason for trial, and ultimately, a shift in brand perception. Even better, the Premium brand shows consumer empathy, a catalyst for brand loyalty.

The next time your organization’s brand is stuck, make empathy your goal and start with the most basic questions.

This entry was written by Kevin Smith, posted on February 27, 2012 at 7:00 am, filed under Musings, Nonprofits, Perspectives, R-blog, Social Consciousness, Trend: Reducism and tagged , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post. Both comments and trackbacks are currently closed.

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