Fit the brand to the social identity

Guy Champniss

Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on.

Fit the brand to the social identity

Guy ChampnissMeltwater Consulting

Social identities shift and reflect the situation a consumer is in at the time, so brands need to recognise this ebb and flow of behaviours, as well as look for opportunities to steer and exploit them.

To build a strong brand, it's fair to say that a lot of time and effort has to be committed to identifying, refining and articulating a distinctive and coherent positioning for that brand. And this positioning most likely emerges from yet more time spent finessing a bespoke segmentation model for the brand's users....

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