A key ingredient driving branding and packaging sales most marketers dont know about.
There is a key ingredient driving branding and packaging sales most marketers dont know about.
As humans, we naturally want to listen in on ‘insider information. Well this blog post will discuss a key ingredient that drives branding and packaging sales.
Have you ever heard about “Consumer Antecedence“? This is where we as Brand marketer’s know and understand what your target consumer wants before they know it themselves. This is a powerful key ingredient that drives branding and packaging sales.
- We didn’t know we needed a walk-man before Sony introduced into the market.
- Just like we didn’t know we needed an iPod before Apple popularised the MP3 Player.
- Who knew we’d want iTunes and apps?
- Who knew that we’d discard our CD collection and subscribe to Spotify instead?
These are all examples of Consumer Antecedence. Where companies knew what we would want even before we did.
Was it simply just luck or is there a science to this antecedent knowledge?
How many great products have been introduced to the market only to fail? Why?
Was it because of marketing, wrong time, wrong place? Was there a key ingredient that supported these business phenomena to the high levels of success that they have achieved? Or are they simply PHENOMENA?
Chasing a phenomena
When talking about her iconic talk show, in her Vogue magazine interview, Oprah Winfrey was asked how she knew it was time to stop. “I started reading this incredible article about Michael Jackson, and one of Jackson’s friends was quoted as saying, ‘His number-one problem is that he never realised that Thriller was a phenomenon. And he spent the rest of his life trying to chase it.’ And so, when Bad only sold—only sold—20 million albums early on, he was disappointed because it wasn’t Thriller. He thought he was going to top Thriller. I went, Whoa. Pay attention to that. I didn’t want to be the person chasing a phenomenon. And that is what the Oprah show was.”
There have been many phenomenon that are hard to explain. They are simply just that… a PHENOMENON. Oprah, Facebook, Google, Harry Potter, Justin Bieber, Star Wars, Game of Thrones are all “Phenomenon”. Their phenomenal success is hard to explain.
A phenomenon is just something that is:
Most products, people and technologies are not PHENOMENON!
So that leaves us as Brand Marketers having to try and replicate the awesome success of a phenomenon, or at least something that has resembled one. An impossible task.
Is there a single, key ingredient that drives branding and packaging sales? Well that would be akin to being able to predict and replicate the recipe for creating the phenomenon of viral video’s.
Whilst there are are some pointers, processes and tactics that can be duplicated. There is no single recipe for creating a viral video.
There is no single process for creating a product that goes viral or becomes a phenomenon. In fact most products, people, musicians, artists, and technologies are not phenomenon. How many iPads, Mick Jagger’s and Picasso’s are there out there?
Look beyond the phenomenon to drive branding and packaging sales
As brand marketers its our job to look beyond the phenomenon and seek out those key elements that give us the best chance of branding and product packaging design success.
When making minor or routine purchase decisions, or re-purchase decisions, consumers typically apply very little thought to their decision making. In fact, many consumers will even skip through the buying decision steps and just stick with a brand or product they know and trust. They will buy habitually.
So how do you as a Brand Marketer interrupt that habitual buying pattern? How do you discover the key ingredient to drive your branding and packaging sales?
More and more MOT
Buying online and new technologies such as Siri, Alexa and Google Assistant are and will continue to rapidly shift the traditional landscape between brands and their consumers.
Most brands and products used to be experienced and engaged with in the physical shopping environment. Whereas today there are a multitude of different touch points, MOT’s and complex shopping channels available to consumers. a combination of all these omni channels impact consumer decision making.
So what then is a means of gaining cut-through, so no matter what the shopping channel being perceived, the message resonates? How can you as a Brand Marketer discover those few key ingredients that drive branding and packaging sales.
Following the bread crumbs of the phenomenal
One of the leading indicators of phenomena is knowing and understanding what your target consumer knows.
As the famous author of Breakthrough Advertising, Eugene Schwartz, said: “Knowing what your prospects knows in advance of a sales pitch is just as important as knowing who he is or what he wants.”
Armed with this information you will be able to position and tailor your branding, product packing and message to in a way that most appeals to them.
This is the scientific tool that we at Jam&Co use to aid our clients helping them to discover “what their target consumer knows” This strategic marketing design tool we use is called the Nescience Loop©.
The“Nescience Loop©” is a design tool to ensure the marketing message speaks to your target customers, and it, the message, connects with them within their buying loop.
The Nescience Loop© is:
- the unconscious buying framework that consumers go through when they are shopping.
- a framework to identify what level of sophistication the target consumer is in. (This way Brand Marketers can ensure the product pack (on the shelf or online) is aligned with that consumer’s needs).
- a strategic design tool assisting branding and packaging designers to dive into the minds and emotions of the target consumer
- strategically focused to target both the emotional and functional needs of the target market.
The Nescience Loop© framework can help brand managers and marketers “know what their target audience knows.”
Knowing where the consumer is sitting within this loop can save BrandMarketers thousands of wasted dollars where they may be targeting the wrong message to the wrong audience.
The Nescience Loop© is a consumer awareness framework that tells us what it is they already know about what they want. It’s a mechanism that guides marketers to where their target consumer is on their buying decision process.