Playgroup | Helping brands build genuine brand equity

Clare Deans

Brand and Marketing Manager

Loves: Travel, Summer, Psychology
Hates: Laziness, McDonalds, Queues
Inspired by:
- Unknown potential
- What makes people tick
- www.lonelyplanet.com
My links:
- www.linkedin.com

x-ray, Walkers, alternative messaging, webcams, , Sweets, seesmic, Kevin Rose, NASA, Alastair Thain, Google Gears, Brands, Nostalgia, camera, negatives, Advertising, Bitesize , Google Developer Day 2008, childhood dream, blog, extraordinary, Video, Digg, London, Marketing, photograph, Wembley Stadium, Consumer, Evan Roth, Google

Cynical consumer

23 May

I was reading how the functional foods market is in decline for the first time. Previously a huge growth area, with a new products appearing on the supermarket shelves left right and centre - they gave consumers a quick fix, a short cut to the health benefits they wanted without too much effort involved.

We could have predicted this decline was coming; it doesn’t take long for consumers to become cynical. As consumers, we don’t want claims to be plastered all over packaging and advertising – we are savvy and can make our own minds up about a brand.

The growing trend looks to remain with the natural option e.g. the super foods, organic products and fair trade options. A best example I can think of is the well quoted story of the Innocent brand. Its honest approach is reflected through its product development and marketing strategy – being genuine is key to their success.

Posted by Clare on 23 May 08, at 1:26 pm