In today’s market, a level of stagnation or saturation in technological advancement has led to parity in products/services that various competing brands offer, having almost no USP / ‘differentiator’ that the brand can claim as their own, genuinely. In the 21st century, this is one of the most unavoidable bottlenecks that all of us in brand communication and marketing face. The big question that now stares all of us right in our faces is how to attract and retain consumers and keep them loyal to our brand? The easiest answer with quicker results for all marketers is to suggest a discount, price cut, or price difference. But this solution of price cut/discount comes with its own set of downsides and far-reaching impact on the overall business, brand personality, consumer perception and lowered profitability.

The struggle to perceptually create a brand ‘differentiator’ to capture and retain consumer attention begins at the very inception of a brand. Some try popular methods like celebrity endorsement, revamp, repackaging, increased media ,exposure while others experiment with strong and compelling content that connects with the TG, distributed through select and suitable mediums. These initiatives are timed at various touchpoints of the consumer’s personal and consumer journey.
 

Article is authored by Ranjan Das, MD Apppl Combine 

Source: https://brandequity.economictimes.indiatimes.com/news/marketing/why-brands-should-create-unique-and-customer-oriented-marketing-solutions/84365867