Gillette Pro Fusion and the Power of Evolving Expectations
In today’s fast-evolving marketplace, a substantial market share and strong brand awareness aren’t enough. The explosion of social media and mobile technology means that, among other things, trends, preferences, and expectations are evolving more rapidly than ever. In order to ensure the long-term health of your brand, it’s essential that you keep a watchful eye on emerging trends. The idea is not to act hastily but to intelligently analyze the risk ratios.
Gillette’s Pro Fusion sub-brand is a shining example of this concept. For decades, Gillette has been a dominant force in the safety razor & personal care category. In recent years, as the male personal grooming category has exploded, Gillette capitalized on the trend by launching Pro Fusion as a well-constructed sub-brand. Gillette’s existing brand awareness, combined with their early embrace of a developing trend, has positioned them to cash in as the male grooming category grows.
It’s your job, as a business owner, to identify trends in your market—and then move decisively. Below are three trends that we expect to have a significant impact on consumers across the board:
1) Brand Engagement. Because of Social Media, brands connect with consumers on completely different levels than traditional advertising ever has. Facebook, Twitter and YouTube are global phenomenons that have impacted the way a brand engages its audience and has effectively reduced the size of the world. The brands that understand how to develop programs that connect with consumers at multiple touch points will be the most successful. Today’s customer expects brand engagement—will you deliver?
2) Eco-Consciousness. Consumers, now more than ever, are aware of the environment and are demanding products that are sustainable and environmentally friendly. This is more than a passing interest—this is a global shift in the way consumers perceive your brand and its impact on the environment. Is your brand perceived as eco-friendly?
3) The Value Proposition. Consumers are spending cautiously and searching for real value in their purchases. But what is “real value?” Consumers are looking for differentiation and brand experience. Consumers are armed with more information than ever before and the brands that do not offer real value will be left by the wayside. How is your brand differentiated from the competition? Why should a consumer choose your brand instead of any other?
As a business owner, you must constantly have your finger on the pulse of your market, so to speak. Your ability to respond to trends will determine the future of your brand—and the long-term success of your business.