Brand managers would simply like to have a brand which is relevant, hot and adapts with changes in the economy. Unfortunately, this is not always the case.
Some brands become irrelevant over time and it needs to be reinvented and even upgraded to keep pace with the changing economy. Successful brands such as fast food products, soda companies, personal care products and hotels often expand their products with new technologies, value propositions, and line extensions.
Allen Marketing Communications Inc., a travel and lifestyle public relations agency, understands the importance of staying abreast of industry trends to ensure targeted messages resonate with consumers and it will ultimate inspire them to experience a particular product or service.
Here are our tips for ensuring a brand stays relevant in this ever changing marketplace.
Vision – Each brand has its own ebbs and flows. It is pivotal for brand marketers to understand of the dynamics of his or her industry. Understand industry trends. See what is on the horizon. Adapt a company’s product or service to meet these changes.
Ask Questions – The biggest fear that brand managers face is getting near sighted believing they understand the motivations for their target audience. It is important to conduct market research to gain invaluable insights about your ever changing consumers and adapt these insights into your product value propositions.
Innovate – For older brands, innovation is the key to inspire existing and new customers to revive and notice your product or service. Do not turn away everything that has made your brand successful. Build on your products strengths. However, innovative tactics and even line extensions can ensure your product or service stays relevant with your customer base.
One of my former client’s, a luxury five-star hotel on the island of Oahu, underwent an expansion to offer a new spa featuring Asian-inspired spa therapies. After polling its guests, the spa was a natural extension for the hotel to continue to offer its discerning clientele a new experience.
Be Open – It is very much important to have an open mind and consider choices with a fresh perspective. Do understand that what actually made you successful years back, might be is entirely irrelevant now.
Our savvy team of brand marketing experts designs travel and lifestyle public relations campaigns to ensure consumers actually care and will pay attention to our clients’ products and services. With the ever changing times, it is important for consumer brands to grow and maintain its relevancy with its existing customer base and to expand to secure new clients.
Our boutique travel and lifestyle public relations agency is here to help. Give us a call.