In the face of the crisis, brands show their most social and complicit side with the consumer

The latest data have revealed that the brands of manufacturers contribute fourteen times more to the economy than the white marks, however, the consumer in the midst of economic crisis what matters is the price-quality ratio and thus the concept of “sufficient quality “Two years ago now it reaches” remarkable quality “, especially in products that have ostensibly improved their organoleptic characteristics (in the case of food).

Purchasing impulses have become more rational and they have found that white marks are in many cases as satisfactory as those of manufacturer. According to this report, the competitiveness of the private label has increased and its consumption is perceived as an intelligent purchase, “the consumer indicates that with the white brands he / she chooses quality at a good price … That is why the manufacturer’s brands now show their most Social. They are more complicit with the consumer because it is time to develop emotional bonds and demonstrate to the consumer that the brand shares their concerns and the trends of the Society “, says Asunción Mena, General Director of QUID.

In this crisis, several aspects converge: the real and tangible crisis, the augmented media crisis, the collapse of some ideas and a kind of collective psychosis, point out the psychologists of QUID. Given this situation there is a crisis of confidence and a generalized tendency to return to the origins, some brands have already understood and direct their campaigns towards the most instinctive and vital, recover symbols and archetypes, basic beliefs and emotional meanings; however, the report warns of the danger of appearing paternalistic or patronizing in times of crisis. When the basic vital concepts are revalued (health, family, friendship, money, work), experiences are valued and expressed more.

Now the attitude of the consumer is highly susceptible and demanding towards the manufacturers, the consumer is insecure and skeptical and wants to be spoken from person to person. “You have to connect with the consumer from authenticity, create a link beyond the act of purchase,” says Mena, who points out that “brands also face the decline of television advertising, the need for unconventional campaigns, in the network, in the street, and those are fields where the tu-a-tu connection and the immediate satisfaction experience are key “. In this regard, Mena points out that netnography and the new technological tools of market research provide a great knowledge of the receiving public, “you have to know the receiver, know how he lives, thinks and feels to communicate effectively”.

In addition, manufacturer brands represent an optimistic look at the future, a light at the end of the crisis tunnel because they have suffered like the consumer and have understood the need to leave the crisis together and this, concludes the report, is what they should take advantage of. , loading the meaning of the experience with each product, without losing the connection with reality. “Our studies for different brands reveal that consumers respond when they feel identified with the brand. Issues such as humanity or social concern are valued, and the brand is perceived as an institution, a whole, in a 360º dimension: product, values, employees, responsibility … “, says Mena.

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