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Adding Cool To Your Brand in 2005
Datamonitor, Jan 2005, Pages: 73
Consumers are becoming more image conscious and are purchasing products that support their lifestyle to provide an aspired image. A common marketing myth claims that coolness is only important in products such as clothing and shoes. However, research has shown that the influence of coolness is spreading to the CPG sector and influencing consumers purchasing habits.
Report Scope
- A detailed analysis of how CPG products achieve a cool status within their target consumer group
- In-depth primary research covering senior industry figures to uncover the - latest thinking and reveal emerging unmet needs
- Extensive discussion of best practice NPD and marketing campaigns that have successfully created and maintained a cool image
- Practical actionable recommendations detailing how to effectively position a brand with respect to the market changes
Highlights
- Coolness has been traditionally associated with fashion products such as clothing and footwear; however, products such as Innocent Smoothies have shown that coolness also influences consumers purchasing behavior in the CPG sector. 60% of industry respondents agree it has become increasingly important for CPGs to be perceived as cool by consumers.
- Coolness is a timeless need state; however, the perceptions of cool products vary by age. To develop a cool image younger consumers imitate celebrities, Young Adults and Early Midlifers purchase products perceived to be unique, stylish and innovative while older consumers purchase products that are sophisticated, high quality and authentic.
- Attitude branding has become more important gained coolness as target audiences become increasingly frustrated and skeptical of the advertising claims made. Attitude branding is about standing for something in consumers eyes; it is about expressing values that are important to a consumer group, for example, Dove and the 'Real Beauty' campaign.
Reasons to Purchase
- Learn how to create and maintain a cool brand image in the CPG sector
- Discover the latest NPD and marketing case studies to benchmark against and exploit
- Understand consumers desire for cool CPGs and how their perception of coolness varies by age
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US ranking of five factors contributing to a brands image as "cool," based on percent of August 2002 survey responses
Coolness and Consumer Packaged Goods 2003
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