Brand consistency is what lets you spot your favorite brand whether you’re shopping in Tucson, in Philadelphia, or online.
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The ultimate goal for any CPG company is to achieve “brand insistence.” It’s what Branding Strategy Insider (BSI) defines as “when your brand is perceived to be the only viable solution for the customer’s need.” When consumers think of facial tissues, they think “Kleenex.” When they want a can of condensed Tomato Soup, it’s Campbell’s.
While these products still have category competition, they’ve achieved total ubiquity with their category in the mind of the consumer. In many cases, customers will reach for a box of Kleenex or a can of Campbell’s because the brand is familiar. Even if other products are cheaper or more innovative, their preference is strong enough they’re willing to make a few trade-offs.
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Brands are an important part of daily life for American consumers. While some grocery items carry household names and serious brand loyalties, others are virtually forgettable. CPG organizations who manage to build an iconic brand don’t just have a visual example. While exceptional packaging design is a key component of their success, it’s not the only element. To understand the recipe for iconic branding, it’s important to closely examine the key difference between beloved CPG brands and others who are just well-liked.
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