Strategy: Resuscitate brands with functional and emotional reasons

Lubna Khan
Grey 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. Focusing too much on consumers who have never bought, or have lapsed from use, often leads marketers into tangled paths or blind alleys, resulting in solutions that either don't help or make the declining situation worse.

The better question to ask is this – 'why are there people still buying my brand?'