Marketers must stop asking consumers to help shape key elements of the brand as they will risk losing “distinctive assets” that can make the product stand out in a cluttered market, a conference has heard.
Jenni Romaniuk, research professor and associate director at marketing institute Ehrenberg-Bass, said brands must not get hung up on what a colour means to people, or what is popular, as she argued that “uniqueness” is a critical element of marketing.
Choosing a look, colour and tagline must be based on what will stand out in a sea of product on store shelves, she said, and not necessarily what consumers like.
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