optimal products have optimal attributes

THE CONSUMER ULTIMATELY DETERMINES THE RIGHT ATTRIBUTES – 3 OBSERVATIONS I have been involved in numerous meetings where the developer of a product or service has explained to the marketing team – the attributes of a product, and which of those attributes will have greatest appeal to the market. I have no doubt that the […]

THE CONSUMER ULTIMATELY DETERMINES THE RIGHT ATTRIBUTES – 3 OBSERVATIONS I have been involved in numerous meetings where the developer of a product or service has explained to the marketing team – the attributes of a product, and which of those attributes will have greatest appeal to the market. I have no doubt that the developer of the product is quite clear on the attributes of a product they have developed. I question, however, the frequency with which they truly understand which attributes will have greatest appeal to various markets. In my experience, most conclusions in this regard are based on common sense and intuition – both of which are unreliable. This highlights the importance of having the marketing team, with their market research, consumer insights, experimentation and observational skills involved from the outset. This also highlights the tendency to develop a product and then decide what the favoured attributes…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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