YOU DO YOU: The 2022 update

As consumers question their brand choice decisions & household budgets reduce, new behaviour is emerging. Keeping pace and understanding the changes will be crucial in a changing a (post?-)Covid-influenced marketplace.

Responsible you. It can’t be faked.

Buyers are more attuned to brands behaving responsibly than ever. Evidence shows that brands paying lip-service (or worse being found out as ‘exaggerating’ their efforts) are being left behind. Shoppers are actively switching to brands that commit to a purpose, or (responsibility) promise, and demonstrate and bring to life their efforts, successes and beliefs. Whether that be how the business impacts the environment. Employee pay and conditions. Commercial practice and treatment of suppliers. Or avoiding the equivalent of ‘garden parties during lockdown’.

Brands that are recognised as making people’s lives better have been shown to grow their value twice as fast as other brands.

Differences are in the details

For many categories, points of difference have increasingly become points of parity. And good products or great service are pretty much expected these days.  But a rich innovation pipeline that meets shopper’s changing needs, exceeds competitor offerings and gives shoppers clear reasons why to buy your brand is the key to growth. And its not about ‘new news’ for the sake of something new to say. It’s getting creative with new and meaningful ideas that anticipate needs and wants (before they’re needed or wanted)

Does my brand look big in this?

So it’s not a LBN. But equally getting the right campaign idea, that captures consumer imagination and engages them emotionally, is tough. Avoid the three tragic outcomes. The campaign idea that really doesn’t suit. The idea where you turn up at the party and your competitors are wearing the same ‘idea outfit’. And the idea where the committee has debated out all the vibrancy and left the idea as ‘beige-meh’.

See it like a shopper (not as a marketer).

Even the best ideas, when told inconsistently, will fail. Or not live up to expectations. Follow the shoppers journey. On line. Off line. In box. Out of the box. Ignore the various department responsibilities. And check every touchpoint for consistency. And opportunity to communicate the idea. Your points of difference. And your responsibilities.

If you’re the type of person that wants proof. Here it is

The Kantar BrandZ top 75 brands grew by 22% last year (vs 2020). Which is way more than the UK economic prediction of 8%. Whoop.

But there’s a problem. At a global level, comparative brands are performing considerably better with the Global Top 100 increasing by 42% (and China hitting 57%).

And the best performing UK brands last year, were the ones that were great before the pandemic (so ignore any fortuitous selling of hand gel or masks). They’ve consistently invested in building brands. And being brave.

You might wish you were called Corona.

A certain famous Mexican beer brand faced a tricky (if not terminal) problem in early 2020. But it experienced amongst the largest growth in take home sales in the UK  +£68m in 2020, an increase of 40%, making it the tenth fastest-growing grocery product. And in 2021 its take-home sales grew 112% in the UK – far higher than the category average.

Was there a little luck, with the pandemic raising brand awareness?
Possibly.
But it also leveraged its hard earned brand value, highlighting its points of differentiation, launching new ‘seltzer’ products and being brave creatively.

Needs some how MINT can help…

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