Brand Point Management: Creating Compelling and Consistent Brand Experiences

Consumer-products companies are facing the most challenging period in their history. Long-standing marketing realities are changing radically, and as a result, manufacturers and retailers must redefine how they engage with shoppers. Here are the realities:

Product choices are mushrooming, and new-product offerings are growing in importance as nimble, low-priced manufacturers muscle in on traditional territory.

Consumers are reacting to choice and price competition by becoming less brand- and channel-loyal.

Consumers are taking in their media in more-fragmented, less-predictable ways, requiring marketers to reach them closer to the purchase itself, in contexts that were relatively overlooked before.

Manufacturers and retailers must focus their attention – and develop processes – to create very compelling and consistent brand experiences where those experiences can have the most impact. This can be at home, “on the go,” at many places around or inside the store, and on the store shelf itself. The common thread is that these are environments where the consumer is in a purchase mode. In a world rife with fragmented marketing channels and messages, these environments are crucial to creating a powerful brand – and to generating sales. Furthermore, in a world of shrinking margins, where time-to-market is increasingly important and global integration – at all stages in the development and production process – is essential to building a brand, it is imperative to create brand messages that are both compelling and consistent – messages that are efficient to deliver and powerful, that turn shoppers into buyers. This is brand point management, and it applies to every stage of a product’s life. Brand point management requires broad and deep capabilities in strategy, creative and execution. And it requires collaboration around the globe. With a framework that addresses brand points at home, on the go, at the store and on the shelf, Schawk is uniquely positioned to lead the industry in delivering brand point management.

For more information, download now: Brand Point Management.pdf