17. Brand's Job - fixers and boosters
This episode is inspired by many experiences with Brands that have lost their clarity in what consumer's goal they intend to address. They tell beautiful stories, they seem to have aspirational missions & visions - but they lack the brutally simple answer: what do they actually do. Consumers wouldn't care if over 70% of brands disappeared tomorrow. They need brands to fix their pains or boost their gains. I present a very simple approach to define your Brand's Job that can navigate your marketing activations, portfolio composition, communication leitmotif, competitive framework and profitability expectation. As always, please share your experiences at pentonica.net, I can't wait to learn more from you.