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....