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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Adding Cool To Your Brand in 2005
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| Published Date:
January 2005
Published By:
Datamonitor
Page Count:
73
Order Code:
R313-8044
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Introduction
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.
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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