Tag Archives: Doritos

Live from #TMRE13: A Brand Romance. Refocusing on WHY Consumers & Shoppers fall in Love

To develop love, you need to research lovers.
Brands have figured this out, like Mountain Dew, Apple or
Harley Davidson. Some brands have made 
mistakes to find their lovers, which they then had to fix, like Coke
Zero or Bengay’s classic marketing stories.
Don’t grow too broad: Do not mistake your brand lover for
your brand as a heavy user! E.g. I love Gatorade, except for when VitaminWater
is on sale! That is a heavy user, not a lover. Love has to do with an emotional
connection to your brand. If you show scenarios or ask consumers for their opinions,
even those that don’t care will respond. So don’t necessarily go too broad.
Pursue the why: Don’t focus so much on the what, but try to
get more into the why. Many are overwhelmed with so many whats and hows, which
doesn’t help. Foe example, Gatorade’s ad focuses only on why to buy it by
sending a message across, without focusing on its flavors, line extensions,
etc.  Similar for the iPhone photo app,
which only focuses on the pleasure of photography.

 

What factors affect brand love? Functional perceptions,
relaxation when shopping, price and value, and tradition ‘ at least for
retailers. For consumers, Doritos offered a DIY approach that was quite fascinating, as seen below in a pre and post research set.
A helpful tip: don’t go fix what you do bad, but emphasize
what you do great. A la Walmart.
Overall, a  fascinating antithesis of classical research by Pepsico
and GFK.
Sourabh
Sharma
, Communication & Social Media Research
Expert at SKIM, an international consultancy and marketing research agency, has
a background in engineering, marketing and finance from the University of
Pennsylvania, and the Wharton School and Rotterdam School of Management. Having
worked in marketing and product development at L’Oreal, followed by a stint in
management consulting, he now passionately enjoys the world of social media,
and can be found on every platform with his alias sssourabh. He is a food
critic and a fashion writer, and documents these alongside strategy on his blog
called
3FS.
He may be reached at s.sharma@skimgroup.com. Follow him on
@sssourabh.