How important is branding to your category?

Posted by Rahna on April 24, 2008 under Branding | Be the First to Comment

In a focus group I was conducting yesterday and today, I asked the participants to write down brands that came to mind in the category we were discussing.  They all looked at me blankly.  Fewer than 25% of them could recall any brand names in what is a multi-billion dollar category.  Had I been the brand manager for any of the companies in that category, I would have been appalled.  For my clients sitting behind the two-way mirror, these answers just meant that there was more opportunity for them to enter the category and make an impact.   

Those competitors simply have not made themselves distinct enough in many consumers’ minds to be differentiated.   

What would your consumers say if asked such a question?  Try to answer this question as honestly as possible.  (Remember, results that I found in those focus groups came in a multi-billion dollar industry with products they keep in their pantry at all times throughout the year!)  If the answer would be similar, you must think of ways to strengthen your brand in the minds of your consumers.   We are giving a seminar next Thursday in Connecticut to talk about how to Build Your Brand Without Breaking the Bank.  Read the program section of our website for more details.