Posted by Tracy Stokes on July 15, 2013
- The TRUE brand compass ranking gives a snapshot of a brand’s resonance. Is your brand a trail blazer – winning consumer mindshare, or astray – lost its way and it connection to consumers?
- The TRUE brand compass scorecard reveals a brand’s progress along the four dimensions. Is your brand strong on being trusted? Weak on being essential?
- Trust, not buzz, is critical for building a CPG brand. While there’s a lot of focus on driving social water cooler chatter, brands must focus on earning consumer trust to build a strong, sustainable brand.
- Old guard CPG brand are more trusted than upstart brands. Household name brands like Heinz, Kellogg’s, Coke, Crest, and Gillette are what we call TRUE brand leaders – brands that have "a very strong brand with a defined brand North Star and a consistent brand experience." But newer brands like vitaminwater struggle to resonate with consumers.
- Gatorade’s performance-based brand earns consumer trust. Gatorade proves its product delivers with scientific testing, earning it strong trust scores – and trail blazer status - with its core demographic of twenty-something men.
- Dove trounces other beauty brands. Dove’s ground breaking "Campaign for Real Beauty" has built a leading TRUE brand, more trusted by consumers than category mainstay Olay.
- To learn more about the TRUE brand compass framework and methodology check out my report “Navigate To A 21st Century Brand With The TRUE Brand Compass”, read my colleague Roxana Strohmenger’s blog or join our webinar on July 29.
- To delve deeeper into the CPG categories read “Trust, Not Buzz, Builds Health And Beauty Brand Resonance” and “Food And Beverage Brands Must Be Trusted And Essential”.
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