When all the research consistency shows that that brand “Channel” protectionism is only important to the BRAND MARKETER. Many brand marketers are seemingly entrenched (singularly focused) “this is who we are” or “this is what we do”; that narrow focus is not in the mind of the CONSUMER. It’s time that looking a customer ahead becomes more important than looking back at 1990, 2000, or 2010.
In fact, consumers expect a freshness and newness as part of all brands. The industry term for all this is channel blurring; channel blurring studies repeatedly show that channel blurring is not in the minds-eye of the consumer, it is only in the minds-eye of the brand marketer.
Brand protectionism is a relic of brand marketers of the 1980’s, 1990’s according to Johnson. Does your sales building strategy look more like 1980 than today? The real question brand marketers should be asking is not how to protect the brand, or isolate the brand, but how to best bridge the challenge of established customer deferred buying. We ask how are you reigniting your brand invitation to add relevance for you best customers, and n your next customers.
What to Build Share of Stomach
Think Outside the Box
Do you believe that if the consumer is in a different channel of foodservice, then should your brand be available as an option? This includes retailers that are selling grocerant Ready-2-Eat and Heat-N-Eat fresh prepared, portable foods in new non-traditional avenues of distribution.
Understanding how Ready-2-Eat and Heat-N-Eat fresh prepared portable branded food sales can edify your customer base, drive top line sales and bottom-line profits might just require a grocerant opportunity assessment. http://www.FoodserviceSolutions.usof Tacoma, WA is the global leader in the Grocerant niche providing Ready-2-Eat and Heat-N-Eat Grocerant ScoreCards. 1-253-759-7869View Original Article