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It Runs Deep
Ingrained almost from childhood, i find that cultural biases run deep. They represent a social norm and a way of thinking that in itself has it own identity. The Indians love for the light skin over darker shades is just one of many well documented examples. Supported by a global, multibillion-dollar industry in cosmetic creams and invasive procedures, the reinforcing loop seem impossible to break at times, even amongst the most educated.
Branding that goes against the grains of established cultural norms is akin to reprogramming, the re-writing of a software code. I believe it takes grit, tenacity and an ecosystem of supporters.
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B&D : Confused?
Are B&D power tools for serious workmen? Will i be laughed at for using B&D?.
They say they are as good if not better than Makita? Well.....
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Brand Diffusion
The 4 product images below represent innovations that have been launched or about to be launched. The objective of my branding class this week is to apply data and systemic thinking to predicting the the rate and scope of product adoption among a target market, otherwise known as brand diffusion. As product managers and strategic planners, predicting the potential diffusion rate of a product and the xteristics that support or account for the diffusion pattern is critical.
DRUM ROLLS!!!
My ranking of the products above, based on how rapidly and broadly they are likely to diffuse are:
1. Peanut Butter Slices
2. Polytrack for thoroughbred horses
3. Stave Jigsaw Puzzles
4. Collapsible wheels
Peanut butter is a staple in most homes. Peanut butter sandwiches are an easy, health meal that most people can put together. To make this easier with the slices is to appeal to a mass market segment, with a huge potential for repeat business.
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Customers make a ton of decisions, from whether to buy or not buy a product, to how much of the product to buy at any given time. Knowing that we all, as humans generally make decisions that require the least cognitive load requires that companies deplore simple "nudges" that help a customer decide easily, in their favour. I love the depiction of country stars on Heineken's beer bottles. The affinity to my country is a draw and an easy connection to the Heineken brand. #Iamnigerian; #Iamastar.
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