Que faire si votre stratégie de marque ne suit pas l’évolution des demandes des consommateurs ?

Your brand strategy not being able to keep up with changing consumer brands is the result of either, or all, of the following 3 things. 1) your brand is built on fads, waves or trends which are prone to change as soon as something else catches heat. 2) Your brand's foundations aren't rooted in creating deep and meaningful connections with ideal customer segments. 3) The brand has been doing the same thing it has always done, in the same ways it has always done them, without understanding how demands have been shifting since the strategy was "set". As change is the only constant, the brands who stand the test of time not only nail points 1) and 2) above, but also build predictions for the world / category / consumer into their strategy.

Honest Assessment: Take a hard look! Analyze sales, customer feedback, and market trends to identify areas where your brand needs to evolve. Customer Connection: Talk to your audience! Conduct surveys, social media polls, or focus groups to understand their changing needs and preferences. Innovation Engine: Keep your brand fresh! Explore new product lines, marketing channels, or partnerships to stay relevant and exciting. Messaging Makeover: Revamp your brand message! Ensure it resonates with current consumer values and reflects your brand's unique selling proposition. Adapt or Be Left Behind: Be nimble! The market moves fast, so be prepared to adjust your strategy based on insights and data.

An essential first step when your brand appears out of step with your target market is to take an honest look at your brand strategy. You might find areas for improvement by identifying gaps or misalignments by evaluating your existing approach. This procedure creates the groundwork for significant changes that can close the gap between your brand and the expectations of your target audience, strengthening bonds and boosting brand resonance. Adopting this proactive strategy gives your brand the ability to grow and prosper in a competitive market.

Take a moment to reflect and take a higher level look at what has been working and what isn’t connecting. Your audience is ever-evolving and if your brand identity is fixed you’re going to get stuck. Your identity needs to evolve and expand with your audience. You’ll be able to connect with new audiences when your strategy is proactive rather than reactive. Always operating in your box of brand safety will leave you disconnected - never be afraid to try new things without too much pressure. You can only learn through strategy flops, your audience would rather see you trying new things than staying stagnant.

When a brand does not keep up with changing trends, it can lose touch with its audience. To fix this, it is important to examine the current brand strategy and see if it matches what consumers want now. This means gathering information about what is happening in the market, how people are behaving, what competitors are doing, and what customers are saying. Moreover, brand should evaluate how its positioning is in line with the perception of customers. In my experience, many brands often mistaken on how they are perceived by their target audience.

When customer demands change and evolve, engaging with customers is crucial to ensure that your brand strategy remains adaptive and responsive. Utilize social media channels, surveys and direct interviews to gain valuable insights into shifting consumer behaviors, expectations and pain points. Actively listen to what customers are saying about your brand- what they like, dislike or want from your brand.

Understanding your target audience's demands is vital in adapting to changing needs and preferences. There are many possible ways to create a dialogue with customers to get feedback categorized in two broad categories: primary and secondary research. Primary research comes from the direct contact with customers: surveys, focus groups, interviews, call to answer types of posts on social media, etc. Secondary research includes existing data: feedback from social media accounts of third parties and other sources that are not in control of the brand. Both primary and secondary research can be a great tool to make changes to your current strategy, analyzing relation of the customers to your brand as well as to the competitors.

It's critical to interact with your clients in order to understand their changing needs. Create forums for discussion by utilising focus groups, social media, and surveys. These channels offer priceless insights into the expectations, problem areas, and preferences of the consumer. By paying attention to what your audience has to say, you can better grasp what they want from your products and services. By placing a high priority on customer involvement, you show that you are dedicated to fulfilling their requirements, building loyalty, and promoting long-term brand success.

Justo esta semana lei un comentario " El mundo actual de interminables avances tecnológicos crea la ilusión de que saltar de un tren a otro nos hace avanzar, cuando en realidad estamos dando vueltas en círculos" Ante la falta de resultados nos empeñamos en cambiar la estrategia, de forma constante, sin permitir a la organización, madurar e internalizar los cambios anteriores, se genera fatiga en los cuadros superiores y presión en el intermedio. Samuel Altman presidende de Open IA, comento hace poco que al presentar ChatGPT 4, le preguntaron que para cuando el 5, y que en realidad no sabía como apple sacaba un celular cada año, pero que los cambios en tecnología son más rápidos, pero no inmediatos.

Innovating your product or service is like staying one step ahead by constantly evolving and adapting to meet the evolving needs of your audience. Focus on small and continuous improvements. Keep an eye on market trends, emerging technologies and customer feedback, that can enhance your brand offering. For example, fast-fashion retailers like Zara innovate their supply chain and production processes to respond quickly to changing fashion trends and consumer preferences, to stay on top of their game.

Being innovative is essential to meeting changing customer needs. Businesses can create experiences, services, and goods that appeal to their target market by consistently innovating. In addition to satisfying present demands, this proactive strategy foresees emerging trends, providing businesses with a competitive advantage in fast-moving marketplaces. Adopting innovation promotes flexibility and agility, which helps companies make quick adjustments in response to shifting customer demands. In the end, putting innovation first guarantees continued success and relevance in a business environment that is constantly changing.

As we see from case of Nokia, global leader in mobile phone industry, in fast-changing world, not being innovative can cost company everything. However, it is important to adapt to the trends as much as to choose right trends that can really affect the industry you are in. Often, there are just not enough resources to manage everything. One of the main aspect to remember is that augmented benefits of the products today, may become the core benefit that is required by the customers. Many brands often fail to realize that all benefits of the products must be reviewed and improved with regard to competition offerings and market demands.

Adapt your marketing and communication strategies to effectively reach and engage with changing consumer segments. Tailor your messaging, content, and channels to resonate with new audience demographics, preferences, and communication habits. Allocate resources towards innovation and research and development (R&D) to stay ahead of the curve and anticipate future consumer needs and trends. Experiment with new technologies, features, and business models that align with evolving consumer demands and preferences. Prioritize customer experience initiatives to deliver seamless, personalized, and convenient experiences that meet consumer expectations.

By joining forces, we've successfully tapped into new markets, broadening our customer base and diversifying our offerings. Moreover, these alliances add credibility and value to our brand through association, enhancing brand perception and fostering trust among consumers. Additionally, co-marketing initiatives create win-win opportunities, amplifying our brand message while mutually benefiting our partners. In essence, strategic partnerships serve as a powerful tool for driving growth, innovation, and mutual success in today's dynamic marketplace.

If your brand strategy feels stale, like it isn't keeping up with consumer demands, you need to take swift action. Ditch the focus groups. Talk directly to your customers. What's changed in their world? What new problems do they face? Identify the gap. Are you solving the wrong problem? Is your message out of touch? Are you missing them where they are? Consumers change, and your brand needs to keep up. But this doesn't mean you abandon your core purpose. Adapt how you deliver on your promise. That's how to sustain resonance.

Flexibility and agility are key. The best brand teams are nimble and have the ability to 'remove the red tape' and allow strategists to quickly revise messaging, products, or distribution channels as needed.

Aunque lo único constante es el cambio, cada organización tiene su propio ritmo y target. Manejar la marca es un propósito que puede en su momento no estar en concordancia con los cambios. Los servicios de Cruceros no son los mismos que hace 30 años, cuando los cruceros de la empresa Carnival estreno el Inspiretion. Las empresas tienen un sentido, una forma y en mi opinión hay empresas que pueden evolucionar, pero deben cuidar su esencia, puede que en ella este la ventaja comparativa.

A truly great brand strategy is like an anchor - it secures the brand while also allowing it to ride the waves and tides. An anchored boat is not fixed in place, but rather has a defined circumference of movement, designed to allow for changing conditions. If your boat is taking on water as conditions change, it usually means you've not let out enough rope. Find the timeless essence of your brand in the mind of the consumer. Own that.

We must understand that falling behind in keeping up, developing, and progressing puts us out of the race. If your brand strategy isn't keeping up with changing consumer demands: - Conduct market research - Reassess brand positioning - Update target audience profiles - Revise messaging and communication channels - Innovate products or services - Foster agility and flexibility - Monitor and measure performance

Cuando todos los que trabajamos con la marca trabajamos en sinergia, sin departamentos o eventos aislados, midiendo constantemente y ajustando de acuerdo a los cambios del mercado o del consumidor, es posible lograr evolución y escalabilidad para convertirse en una marca icónica. Pero aún las marcas icónicas deben revisar constantemente su estrategia y asegurar la coherencia en todos los puntos de contacto, tanto en el on como en el off.

If your brand strategy lags behind consumer demands, here's the key: Adapt and evolve. Research new trends and customer needs. Reposition your brand message or offerings.

Ya desde hace años, financieramente no es posible complacer los requerimientos de cada consumidor, en artículos que no sean exclusivos y producción limitada, del resto es un reto financiero pretender asumir esta estrategia. Mira en lo que se ha traducido para algunas marcas entrar en las tendencias woke, o la diversidad y lo genero en Disney tal decisión. En ocasiones creer estar en tendencia o en concordancia con la sociedad no es lo más sano para la marca. Se debe mantener una distancia prudente a tentaciones de querer opinar de todo pretendiendo estar en sintonía con los consumidores. Para eso están los datos y el sentido común.