California Closets’ Post

I've had a few projects lately where the big problem is that people's perception of value has shifted around a brand/category. Times of change and uncertainty shift our beliefs and norms around what is of value, so brands need to be paying a lot more attention to the question: how can we be of value? Some thoughts on how to go about that here: https://lnkd.in/ghNfTU_S

Connecting with consumers on a deeper level starts with Anthropomorphism. Now more than ever, customers have ample choices, preferences and the desire to have experiences personalized to who they are, not who they look like. In a recent Perficient blog post below - I discuss how this idea of building anthropomorphism between brand and customer could yield massive returns in the form of customer retention and revenue growth.

Consumers today want deeper connections with brands, not just transactions. Brands can look toward anthropomorphism - giving non-human elements human traits. By understanding customers, communicating authentically, and creating relatable experiences, brands can foster lasting loyalty and revenues. Listen as our Principal of Unified commerce, Justin Racine, discusses how humanizing your brand could be crucial. Learn more here: https://lnkd.in/gHusjNnh

Inclusive brands can “unlock new sources of value by meeting the needs of underrecognized customers,” write Omar Rodríguez-Vilá, Dionne Nickerson, and Sundar Bharadwaj Harvard Business Review https://lnkd.in/dp8TCiEi #InclusiveBrands #DiversityandInclusion #ValueCreation #UnderrecognizedCustomers #BusinessStrategy #BrandDevelopment #MarketSegmentation #InclusiveMarketing #HarvardBusinessReview

🌐Faces Behind The Brand! 👤 ✨Today, customers want to know the faces, stories, and values driving a brand. The person behind the brand has become a pivotal point of interest. In response to this shift, it's increasingly vital for companies to step into the spotlight. 🚀 Customers no longer settle for a distant corporate facade. They yearn to see the humans steering the ship. This desire for a genuine, personal connection has pushed brands to step forward from the shadows. Companies that embrace this change, and put their leaders and their stories at the forefront, are forging stronger bonds and fostering deeper loyalty. 📣 It's not just about showcasing products; it's about sharing the passion, the struggles, and the dreams that birthed the brand. 💡👥 ----------------------------------------------------------------------------- #authenticengagement #customerdelivery #personalconnections #brandtransformation #transparency #mahnoorkhanmarketingstrategis

Isn't it rewarding when reknowned researchers like Harvard Business Review and WeAreBRIDGE reinforce the concepts that SeeMe Index is built on??? We LOVE this HBR article that explains so well that inclusivity drives growth by increasing brand relevance for a diversity of people. The 3-step framework HBR shares below is directly aligned with what we measure and guide brands on at SeeMe Index: 1) See the market: SeeMe Index's ad identity insights reveal consumer identity dimensions you’re undeserving and we partner with you to find authentic ways to reach them.  2) Serving the market: SeeMe Index's measurement of product allows brands to identify aspects of product lines, testing and features that resonate with your target consumers. 3) How to be in the market: SeeMe Index's measurement of external DEI commitments focuses on the customer experience and how to show consumers their place with your brand.

I was recently asked an interesting question at an ETMasterclass about balancing the history of a long-standing legacy brand with an approach centered around innovation. It all comes down to understanding your consumer. If the role of strong heritage is part of your target audience's decision-making, then you need to consider it. But when doing the research, you might find consumers who see this perspective as outdated. Ultimately, you need to know what drives your target consumer — and those insights should then inform your strategy. Finding the right balance is part of our job at Mastercard. We are a legacy brand, but we are always trying to keep things fresh. Our transition to a fully multisensory brand is one such example — it’s innovative, it’s different, and it helps us connect with our consumers in a more compelling way. We must remember that what got us here won’t get us there. #Marketing #Masterclass #Brand

Research indicates that 64% of consumers establish a relationship with brands based on aligned values. In the world of business, it's crucial to understand and communicate the core principles that your brand represents. Ask yourself: What foundational values does your brand uphold? Let's foster genuine connections through shared beliefs. #BrandIntegrity #BusinessValues

Purpose-driven brands are gaining ground. 94% of consumers value companies with a clear purpose, and step up to show this. They’re: 🌟 4 times more likely to purchase from the company 🛡️ 6 times more likely to defend the company during a public criticism 📢 4.5 times more likely to recommend the brand to friends and family I think it’s because people can sense if a brand is genuine. They have this spidey-sense that tells them if a company’s “purpose” is all for show… Or if it’s the real deal. Those brands that are (truly): - Thinking long-term - Thinking positively - Thinking beyond profits Used to deserve to be viewed in a different light by people… Now? Now they’re finally getting what they deserve! - Respect - Loyalty - and increased Value How’s your favourite brand making a difference? 👀

Adapting to consumer needs is key in the context of today's rapidly changing landscape. Transparency has become a standard expectation, shaping the way brands earn trust. Discover how your brand can rise to this challenge and resonate in an increasingly discerning market! 🌍🔍 #Transparency #BrandTrust #EthicalBranding