From Befuddled to Better
Consumers are befuddled.
Innovations are constantly making products and services smarter, more precise and more effective. This is good for consumers’ needs, but bad for their mental clarity.
Just when you think you know what all the brands in a category offer, it all changes. There’s a constant flow of new variants, extensions and entrants to keep up with.
And that’s assuming that you’re in the category at all. We dip into common categories like food every day. But then there are others, like cars or real estate agents, where years might pass between immersions.
This constant churn places a burden on consumers, who may not have the time or inclination to learn your category – all over again. Rather than carefully crafted positions, they just see an exhausting brand mush.
All this means that the clarity of your brand idea is vital. Any brand that has a hint of fudge or ambiguity in its message will be instantly dismissed from the consideration set. A well-thought-out and sharply expressed idea is the way to help consumers find their way from befuddled to better.
