When you are a brand manager, you need throw D’s at your customers.
1.) A brand manager should think about how the features, attributes, and price make the product desirable.
Whether it is a laser pointer or a enhanced and ergonomic rubber grip, the product’s features need to appeal to consumers. Ethnographies can help a Brand Manager collect insights and understand what consumers are desiring from a product. In short, your consumers have to want your product.
2.) A brand manager should think about how the promotions and product positioning can make the consumer decide to purchase product X instead of product Y.
There are tons, if not dozens, of options. Consumers have choices, so the promotions and positioning need to help your consumers decide to pick your product. Why do I pick up Coors Regular when I am in aisle when I have 2 dozen other options? I pick Coors because the promotions and positioning framed it as a beer steeped in tradition. Coors is authentic and populist, and this image is exactly the badge I want to carry when I roll over to Drew’s crib to watch the game.
3.) Finally, a brand manager should think about how the user experience will delight the consumer after the purchase.
In the end, fame, success, money, and promotions come from repeat purchases. If your product doesn’t delight the consumer, they will make another choice next time they are in the aisle. Delight is performance based. If your product fails to live up to the promises outlined in the promotions, the product will disappoint. Make sure the bottle dispenses the cleaning solution. Make sure the product is as tough, smooth, or consistent as you promised.
