Challenge 2:
Brand path to the consumer
Agencies tend to focus on their core competencies in communicating brand positioning and brand world through advertising in traditional broadcast media.
The consumer interface is generally well understood by them, whereas the shopper interface is not.
Most agencies struggle with the business interface, with utilizing retail as the new media, since they lack expertise and experience in trade strategy.
This leads to:
One, advertising agencies simply extend traditional thinking and concepts to retail activities – with performance falling short of potential, and/or,
Two, they regard trade related issues as low priority and leave them to other agencies – resulting in lack of synergy and inconsistency in brand expressions, and therefore fuelling the divide that needs to be overcome.
|
