Strategy: Resuscitate brands with functional and emotional reasons

This article discusses what marketers should do when sales decline, arguing that instead of asking people why they no long buy, marketers should ask users why they still buy.

Strategy: Resuscitate brands with functional and emotional reasons

Lubna KhanGrey Group Malaysia

Consumers find it hard to explain why they no longer buy a brand, so marketers should focus on the functional and emotional reasons for purchase by different buyers.

What do you do when a once thriving brand starts to decline, even when it continues to take good care of the essentials – product quality, distribution, price and promotional activities? The logical question seems to be 'why are people not buying the brand'? But while this may be logical, it is not the right question in this situation....

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