Can you feel it, legacy brands? Your consumers are pulling away. They’re following the lure of newer, seixier brands. The ones that seem to really “get” them, and make them feel seen and heard. I know what you’re thinking. “My consumers still love us.” But in this crazy, fast-changing environment, that’s just not enough. Because in I-Factor®study after study, one thing keeps coming through: This relationship may just be a result of longstanding habit, not a conscious purchasing decision.
Although it’s a very common mistake, please don’t assume consumers will love you just because they always have. It’s time to create some excitement, feed the knowledge funnel. If this is sounding like relationship advice, it is. The relationship with your consumer needs as much attention as your personal one. Here’s how to reignite the spark.
Start with your solid brand foundation
Among our i-Factor studies, the brands consumers “love” the most are all legacy brands: Nutella, Snapple, Baskin Robbins, Goldfish, Gerber, and Smucker’s. And while we now know that love isn’t enough, it is a solid foundation to build on.
While some of the newer, more health-conscious brands like Happy Baby, Plum Organics, CHOPT, and Sweetgreen win when it comes to bringing consumers more joy, legacy brands have withstood the test of time and don’t need to panic, they just need to pay more attention.
Build energy by giving consumers something to feel good about
Today especially, shoppers want to feel good about what they are purchasing. And really understanding this can help consumers get there with your brand. . Most of the brands that score the highest around connection to the essence of today’s consumers are better-for-you, non-legacy brands. Brands like Happy Baby, Amy’s, and Alexia.
Consumers demand transparency and these brands are delivering. Legacy brands, what part of your story have you not yet told? Consumers are dying to know everything about you. Deliver and you could win big in both consumer love and in dollars. But be prepared to come clean. They want it all: your story, your sourcing, your people, your cause.
Become so Irresistible that consumers start working for you
Consumers know a ton about newer brands. But they still want to know more. They actively seek out even more information online. But, this knowledge doesn’t always = love. They still have a much deeper love for legacy brands. So if you really can connect with them through a compelling story, you could really get to True Irresistibility. And that means your consumers will start to work for you!
And in turn, those relationships becomes your relationships, too. And your following grows and your consumer base does too. You with me? Exciting stuff, right?
Bottom line: legacy brands, you’ll always have the advantage of your relationship history.
But like any relationship, it’s fragile and it needs attention.
Are you letting your consumers be wooed away? I-Factor can uncover tons of actionable insights and data-driven opportunities for you to reinvent your brand and reignite your relationship with your consumers. I’d LOVE to get to work on this with you. Let’s talk.