When it comes to successful brand marketing…moments matter. It seems counter-intuitive in the world of big brands that sell in the hundreds of millions every year, but even those brands have effectively captured a moment in our lives…and not even a lit bit more. Moments can be shared by large numbers of people, some even universally. This is why moments, in my opinion, are more important than segments. This is not to say that segmentation does not enhance your understanding of the consumer, however, by its very nature, it divides the marketplace into small groups of similar consumers. Thus, it is usually more effective to position your brand in a moment rather than for a segment. Not a believer yet? Here is an example to consider...
Corona Extra Beer is one of the few big beer brands to maintain growth in the face of competition from craft beers and migration to wine and spirits. They have focused the brand on a very particular moment of “stress relief” bringing this moment to life in the metaphor of “find your beach.” This positioning does not target beach-goers, but rather the universal moment of “relief from everyday stress and routine.” Even its famous lime ritual serves to cement the brand to this emotional moment, as a symbol of “clocking out” and “squeezing your stress away and into the drink.”
This blog offers stories and discussions on how to build more relevance and differentiation for brands. The author is Timothy Coffey, Chief Revolutionist of Launchforce Strategy, a consumer research consultancy that specializes in highly creative qualitative methods. His experience ranges from brand and research management at Procter & Gamble to innovation management at Tupperware to founding and leading an integrated marketing strategy agency. He is the author of three books, Innovation Myths & Mythstakes, The New Super Consumer, Mom&Kid, and The Great Tween Buying Machine.