What Makes One Brand Sell and Another Slump During the Summer? The Answer is Brand Clout
June 16, 2005 (PRLEAP.COM) Business NewsFOR IMMEDIATE RELEASE
Contact: Kimberly King
What Makes One Brand Sell and Another Slump During the Summer?
The Answer is Brand Clout
Pleasant Hill, CA (June, 2005) – It happens every July. Your YTD sales are on target with your projections, and then suddenly the customers stop coming. Instead of patronizing your business, they go to the beach or they take their family on a vacation to a famous theme park. And, of course, they take their disposable income with them. But where does that leave you, and more important, your brand?
In the new FUD (fear, uncertainty and doubt) economy, attracting new customers and retaining their loyalty has never been more difficult. This is especially apparent during times when sales are typically slower, like summer. You start to wonder, is it your brand or your marketing? Has your brand out-lived its usefulness, or have your customers simply forgotten that you exist?
Understanding trends in the consumer market is the key to maximizing the effectiveness of your marketing. In his book, Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change (Cameo Publications, $17.95, ISBN 0-9744149-5-6), author and strategic marketing consultant Dennis Flynn explains, in straightforward terms, how you can maintain both your brand’s emotional and functional relevance, and the importance of looking at your market space as a new entrant.
“We are all human,” says author Dennis Flynn, “and any brand decision will include an emotional variable in the decision making equation.” He goes on to explain ‘The Emotional Investment Spectrum’ and the impact it has on the consumer decision-making process. Brand Clout also provides the reader with an in-depth guide to increasing competitive advantage, reconfiguring assets, and developing alliance opportunities.
Some important things to keep in mind when adjusting your brand marketing strategies include the consumer’s perceived quality of your brand, any brand associations your customers may affiliate with your product, and your brand’s individual personality. By doing this, you will make steps toward ensuring the health and longevity of your brand.
Dennis Flynn is a consultant and founder of The Sonar Group, a strategic brand consulting firm, and acts as a board advisor to several companies. He is a Senior Fellow of API’s The Media Center, a non-profit think-tank focused on the intersection of media, technology and society. Prior to founding The Sonar Group, he was a managing partner of SLF Communications, and has held senior management positions with Saatchi & Saatchi’s Corporate Communications Group, J. Walter Thompson, BBDO and Beatrice/Swift Foods. Dennis has a BA and MBA from Adelphi University and has taught brand communications at San Francisco State University.
For more information, a review copy of Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change, or an interview with the author please call 866-372-2636 or send an email to Kimberly@cameopublications.com.