Brand strategy today requires a behavior modeling that predicts success
If your goal is to increase consumer preference and grow your market share, it is important to know that brand strategy should go well beyond theory. It should be more closely aligned with brand anthropology than it is with traditional marketing science. If you are trying to influence human behavior and increase market share, you need to better understand the human condition and see it in the context of a broader palate than just the palate of your category.
If your desire, therefore, is to influence target audiences and increase market share, it is a given that you must have a better understanding of that target audiences. It is not enough to understand their usage and attitudes as it relates to your product, brand, service or category. You also need to know what your target audience believes to be true about its life, values, aspirations and goals. You need to better understand the beliefs that trigger behavior, guide their lives and direct their purchase decisions. That is why we developed our behavior modeling.
Traditional brand strategy fails
Prospect preference is based more on highly held beliefs than they are on purposes. We needed a behavior model for predicting success. While traditional brand messages and corporate branding seek to exploit a unique selling proposition that satisfies a purpose (i.e. get whiter whites with a laundry soap powder), brands that aim to steal market share need to be more important to the customer’s sense of self. We model it so that we can understand all of the nuances as your brand needs to reflect the belief systems that direct behaviors, for example, to want or need a better laundry result.
We conduct a Preceptive Behavioral Modeling session, a session built upon a model for predicting success, to provide the basis for our research into the belief systems of the target audience that your strategy is meant to influence. Our strategists call these beliefs “precepts” and they command the actions of your target audience. There is a one-to-one causal relationship between what the customer believes to be true about the world and the purposes (and purchases) that they seek to fulfill in their daily life.
Represent what they covet
Human beings naturally seek stasis and your brand must use this naturally occurring power. Your customer naturally gravitates away from conflict and towards an internal sense of harmony. This means that, in everything they do and in all of the purchase decisions they make, they seek to diffuse any conflicts that exist between their actions and their belief systems. It comes down to simple physics in the end — what they believe to be true about the world in general creates the purposes they seek to satisfy in specific purchase categories.
At the end of the day, brand strategy is all about permissions. Brand permissions arise from the precepts of your target audience and the purposes that your brand satisfies. Understanding the ruling precepts when developing a strategy is every bit as important as understanding regional and cultural differences when marketing your product or service. We use our experience and expertise to use a model for predicting success so that your brand steals market share.