Cécile JANVIER’s Post

In an ever evolving market, the enduring success of iconic brands lies in their ability to innovate while preserving their foundational values. The “Selling Long” strategy highlights the critical balance between honoring a brand’s heritage and embracing modern consumer demands. By fostering strong emotional connections and continuously adapting to market trends, these brands not only maintain their relevance but also secure a competitive edge. This approach ensures sustained growth and a lasting legacy in the marketplace. #MarketingStrategy #BrandManagement #IconicBrands #ConsumerEngagement #Innovation #BrandLoyalty #MarketTrends #BusinessGrowth #MarketingInsights #BrandEvolution #SustainableGrowth #LegacyBrands #opentowork #productmanager #brand #productmanagement https://lnkd.in/eTkKe38k

BRAND LOYALTY IS LOWEST in these categories in New Zealand. If a shopper doesn't see their first choice in these categories, their first instinct is to switch to another brand. This means two things: 1. More brands are likely needed on the shelf 2. Your brand needs to be prominent at shelf to avoid being switched out To see the full rankings list and where your category sits for this metric, type 'yes' in the comments 👇

Owning the “Best” Tier: Why Premium Brands Are Untouchable—If They Play It Right Welcome to the 4th post in our series: “Are Private Labels Pushing Brands Out? Here’s Why It’s Not That Simple.” So far, we’ve explored how private labels are reshaping the retail landscape, but let’s shift the focus: what about the “Best” tier? This is the premium playground where private labels rarely tread, and for good reason. The “Best” tier isn’t just about selling a product—it’s about creating prestige, telling a story, and consistently exceeding expectations. It’s a space where brands dominate, but only if they fully capitalize on the unique advantages this tier offers. How Brands Can Command the Top Spot in the “Best” Tier: 🔑 Exclusivity is Everything Premium consumers crave the extraordinary. Limited editions, designer collaborations, and standout packaging make them feel part of an elite group. Private labels? They can’t match the allure of “only a few can have this.” 🔑 Brand Equity Is Your Power Play Years of innovation, trust, and reputation-building culminate here. Consumers in the “Best” tier aren’t just buying your product—they’re buying into you. Every campaign, every feature should emphasize your heritage and values. 🔑 Elevate the Experience Collaborate with retailers to craft high-end, unforgettable experiences—whether it’s through luxury in-store displays, VIP promotions, or exclusive online launches. It’s not just about selling; it’s about delighting. 🔑 Sustainability = Sophistication Today’s premium buyers want more than status—they want to feel good about their purchase. Ethical sourcing, eco-conscious packaging, and transparency are non-negotiable. This is where brands shine, leaving private labels struggling to keep pace. Food for Thought: The “Best” tier is a golden opportunity for brands to outshine and outlast private labels. But are you leveraging your story, strategy, and innovation to own this space—or merely keeping up? Let’s hear it—how is your brand staying on top in the premium market? Drop your thoughts below! 👇 #BrandStrategy #PrivateLabels #LuxuryMarketing #Sustainability #PremiumProducts #ConsumerInsights

𝐋𝐨𝐧𝐠 𝐋𝐢𝐯𝐞 𝐁𝐫𝐚𝐧𝐝𝐬, 𝐨𝐧 𝐚 𝐝𝐢𝐬𝐜𝐨𝐮𝐧𝐭! In the dynamic world of business & marketing, brands stand as enduring symbols of identity, trust, and value; encapsulating a company's essence, embodying its vision, values, and promises to consumers. A well-established brand can weather storms, transcend market trends, and maintain relevance across generations. Look at Coke, Nike, Bajaj, TATA, etc., some brands that braved the test of time, changing values, trends, and choices. However, the temptation to transform a brand into a temporary offer can be alluring in the pursuit of short-term gains. This strategy comes at the cost of long-term sustainability and may lead to a brand's demise. Deciding whether to implement discounts is not solely a business decision, it significantly influences your brand's identity as well. For some brands, discount strategies have helped in achieving success, eg. Coca-Cola's using coupons for free beverages, significantly expanded its consumer base and made it a global soda brand. The luxury brand Louis Vuitton upholds their exclusivity and premium pricing by refraining from discounting practices. Although discounts may help in quick cash flow needs and boost business promotion, there are examples like Banana Republic and Macy’s during the 2008 financial crisis, where excessive discounting led to lasting devaluation of the brand value. 𝐀 𝐁𝐫𝐚𝐧𝐝 𝐢𝐬 𝐩𝐞𝐫𝐦𝐚𝐧𝐞𝐧𝐭 𝐚𝐧𝐝 𝐚𝐧 𝐨𝐟𝐟𝐞𝐫 𝐢𝐬 𝐭𝐫𝐚𝐧𝐬𝐢𝐞𝐧𝐭. 𝐓𝐡𝐢𝐬 𝐢𝐬 𝐭𝐡𝐞 𝐟𝐮𝐧𝐝𝐚𝐦𝐞𝐧𝐭𝐚𝐥 𝐭𝐫𝐮𝐭𝐡 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐞 𝐧𝐚𝐭𝐮𝐫𝐞 𝐨𝐟 𝐛𝐫𝐚𝐧𝐝𝐬 𝐚𝐧𝐝 𝐨𝐟𝐟𝐞𝐫𝐬. 𝐄𝐫𝐨𝐬𝐢𝐨𝐧 𝐨𝐟 𝐁𝐫𝐚𝐧𝐝 𝐄𝐪𝐮𝐢𝐭𝐲. Frequent offers can dilute a brand's perceived value and erode its equity over time. When consumers come to expect discounts or promotions regularly, they may become less willing to pay full price for products or services, undermining the brand's true value. While offers can serve as a tools in a marketer's arsenal, they should complement, rather than overshadow, a brand's identity and value proposition. A brand is an asset that builds the foundation of long-term success and resilience in the marketplace. By prioritising brand-building strategies and maintaining a focus on delivering value and authenticity, companies can cultivate lasting relationships with customers and stand the test of time. Remember, a brand is permanent, while offers are transient – striking the right balance is key to sustained growth and staying relevant in an ever-changing mindscape and marketplace. #brand #brandvalue #discountoffer #brandequity #marketingeffectiveness #marketingadvice #marketing #strategy

The Power of Differentiation in Building Equity: Why Differentiation Matters More than Product Performance in Building Strong Bonds with Your Consumers. In the realm of consumer behavior, brands continuously compete for attention and loyalty, often emphasizing product attributes such as superior quality and innovation. While these attributes are undoubtedly important, research indicates that the real battle for market share takes place in the consumer's mind by creating a clear, monosemantic differentiated perception. This can often overshadow objective product characteristics and foster strong, long-term bonds with consumers. Brands that establish a clear, differentiated, and unambiguous meaning in the consumer's mind which is relevant to their audience are likely to build long-term, enduring relationships with their target market. Below are seven key characteristics that characterize differentiated brands: 1. Enjoying a dominant position in the market. 2. Selling at prices 15-20% higher than their competition without relying on discounts or promotions. 3. Withstanding discount-driven promotional attacks from competitors. 4. Maintaining the same clear, differentiated communication strategy since their inception. 5. Enduring economic fluctuations, even when not heavily advertised. 6. Avoiding price-cutting actions to retain market share. 7. Using differentiation as a barrier to entry for competitors. A 2019 study titled "Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands" by Kevin Lane Kelle emphasizes the importance of brand differentiation in creating unique customer perceptions. This study demonstrates that brands that effectively differentiate themselves are able to generate strong brand equity through customer loyalty, perceived quality, and a sense of trust. #BrandDifferentiation #ConsumerLoyalty #BuildingEquity #MarketPositioning #StrongBrands #ConsumerPerception #BrandEquity #MarketingStrategy #CustomerTrust #BrandCommunication #PricePremium #CompetitiveAdvantage #DifferentiatedBranding

Brands that establish a clear, differentiated, and unambiguous meaning in the consumer’s mind which is relevant to their audience are likely to build long-term, enduring relationships with their target market. Read more: https://lnkd.in/dfiM7wyF #BrandDifferentiation #ConsumerLoyalty #BuildingEquity #MarketPositioning #StrongBrands #ConsumerPerception #BrandEquity #MarketingStrategy #CustomerTrust #BrandCommunication #PricePremium #CompetitiveAdvantage #DifferentiatedBranding

Brands often see big box channels as the appropriate "next step" once achieving a some level of market growth and success with a national retailer. 📈 In the pursuit of more growth, brands will look to warehouse shelves as a potential channel because it minimizes friction with existing retail partners and drives trial across more SKUs. 🛒 And here is where success or failure is determined on the big box shelf. 👍️ Winning brands recognize the unique challenges of creating the same level of purchase intent with variety packs sold through these channels. 👎️ However, many challenger brands treat the secondary pack design as an afterthought, rather than giving it the same consideration as individual SKUs, often make suboptimal design and messaging choices. 👀 To succeed in big box, your existing brand assets must remind existing customers while also enticing product trial from consumers unfamiliar with your brand. 😋 Take BoBo's as a case study: the brand typically excels with packaging that’s clear, simple, and appealing. 😕 Yet, in the bulk-sized format, their design becomes visually cluttered. While this may reach loyal customers, it risks alienating potential new buyers who could find the design overwhelming and confusing. 🤔 BoBo's challenge lies in balancing the need for preserving the brand's clean and attractive aesthetic while also reaching unfamiliar consumers. 💯 In a competitive retail environment, first impressions are crucial—especially when the goal is to turn a product trial into brand loyalty. 📰 Sign up for NICE PACKAGE to receive data-first category insights, thought leadership from our team, and more! Hit the Link ➡️ https://lnkd.in/gqtcNXNj 🔔 Want more tips here on LinkedIn? Hit the bell at the top of our company page 🔔 #PackagingDesign #BrandStrategy #Retail #ProductMarketing #SmashBrand

Thoughtful merchandise has the power to create lasting impressions and foster meaningful relationships. Buckner Brand Management is leading the way in combining creativity with sustainability. Reach out for more innovative solutions that truly make a difference. 🌱 #Branding #Sustainability"

Brands have a new role to play in the eyes of consumers today. The equity of a brand “name” is no longer enough to succeed in a world where affordability is always top of mind. Products are now differentiated not by their intangible aura, but by their very tangible values. As a result, brand equity can only be built by understanding the specific qualities that add value to today’s consumers. It’s time to reimagine brand equity, using quality data to help brands remain resilient and grow throughout and beyond volatile times. #fmcg #cpg #manufacturing #retail #consumerinsights #privatelabel #markettrends

Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://loom.ly/RsFmnPg