Shopper Marketing - October 2017 - 9

results you'll get when you "Google" a brand
name (literally or not). Although I still ask my
daughter what she's done with the "Q-tips"
whenever they disappear from the bathroom
cabinet, I'm usually looking for the Beauty 360
Cotton Swabs that we normally buy. They're
not as soft, and the cotton frays pretty easily,
but they're good enough.
And "good enough" is a critical consideration in purchase decisions that increasingly
are driven by search position, delivery speed
and other factors related far more to convenience and immediacy than they are to brand
awareness and affinity. (Check out our cover
story on page 90 for more discussion on the
elements of "Everywhere" shopping.)
Product quality, therefore, is probably the
best defense for national brands that are
fighting to preserve rapidly dwindling market share, as my colleague Bill Schober noted
in this space last month. The historic focus on
"branding" - taglines, jingles, culturally relevant (but sometimes self-indulgent) themes
- that all too often has de-emphasized (or
even disregarded) the actual product and its
benefits has to end.
Attention-grabbing advertising does still
work: Dollar Shave Club's success stems largely
from the company's ability to solve longstanding purchase barriers in the men's grooming
category, but the company likely wouldn't
have become anywhere near as successful (at
least not as quickly) without a clever, trendy
promotional video that became a social media - and business media - sensation.

However, that clever video spelled out the
entire brand proposition, explained every
point of differentiation between Dollar Shave
Club and its more established competitors,
listed every reason why consumers should
buy. It built the brand by explaining its superiority.
Not all traditional brands were built for
survival in this new consumer-driven marketplace. It's become somewhere clear, for
instance, that heavily processed packaged
foods might someday become as relevant as
a store that rents videos. Traditional brands
that already recognize this are undertaking
efforts to "rethink, reformulate and reinvigorate the brand promise," as Mr. Schober noted last month in reference to Oscar Mayer's
recent activity.
Brands that have never had much of a
strong proposition, the ones that merely have
been playing the branding game all along
and were never really much better than the
competition (if it all), probably won't survive.
But brands that can re-emphasize - or even
reimagine - the quality they deliver, that can
continue to satisfy the needs of more discerning consumers, will.
In that respect, Band-Aid should get a big
SM
thumbs-up.

Peter Breen is editor-in-chief of
Consumer Goods Technology (CGT), a
sister publication of Shopper Marketing.
He can be reached at 973-607-1300 or
pbreen@ensembleiq.com.
OCTOBER 2017 SHOPPER MARKETING y

9



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
Shopper Marketing - October 2017 - 12
Shopper Marketing - October 2017 - 13
Shopper Marketing - October 2017 - 14
Shopper Marketing - October 2017 - 15
Shopper Marketing - October 2017 - 16
Shopper Marketing - October 2017 - 17
Shopper Marketing - October 2017 - 18
Shopper Marketing - October 2017 - 19
Shopper Marketing - October 2017 - 20
Shopper Marketing - October 2017 - 21
Shopper Marketing - October 2017 - 22
Shopper Marketing - October 2017 - 23
Shopper Marketing - October 2017 - 24
Shopper Marketing - October 2017 - 25
Shopper Marketing - October 2017 - 26
Shopper Marketing - October 2017 - 27
Shopper Marketing - October 2017 - 28
Shopper Marketing - October 2017 - 29
Shopper Marketing - October 2017 - 30
Shopper Marketing - October 2017 - 31
Shopper Marketing - October 2017 - 32
Shopper Marketing - October 2017 - 33
Shopper Marketing - October 2017 - 34
Shopper Marketing - October 2017 - 35
Shopper Marketing - October 2017 - 36
Shopper Marketing - October 2017 - 37
Shopper Marketing - October 2017 - 38
Shopper Marketing - October 2017 - 39
Shopper Marketing - October 2017 - 40
Shopper Marketing - October 2017 - 41
Shopper Marketing - October 2017 - 42
Shopper Marketing - October 2017 - 43
Shopper Marketing - October 2017 - 44
Shopper Marketing - October 2017 - 45
Shopper Marketing - October 2017 - 46
Shopper Marketing - October 2017 - 47
Shopper Marketing - October 2017 - 48
Shopper Marketing - October 2017 - 49
Shopper Marketing - October 2017 - 50
Shopper Marketing - October 2017 - 51
Shopper Marketing - October 2017 - 52
Shopper Marketing - October 2017 - 53
Shopper Marketing - October 2017 - 54
Shopper Marketing - October 2017 - 55
Shopper Marketing - October 2017 - 56
Shopper Marketing - October 2017 - 57
Shopper Marketing - October 2017 - 58
Shopper Marketing - October 2017 - 59
Shopper Marketing - October 2017 - 60
Shopper Marketing - October 2017 - 61
Shopper Marketing - October 2017 - 62
Shopper Marketing - October 2017 - 63
Shopper Marketing - October 2017 - 64
Shopper Marketing - October 2017 - 65
Shopper Marketing - October 2017 - 66
Shopper Marketing - October 2017 - 67
Shopper Marketing - October 2017 - 68
Shopper Marketing - October 2017 - 69
Shopper Marketing - October 2017 - 70
Shopper Marketing - October 2017 - 71
Shopper Marketing - October 2017 - 72
Shopper Marketing - October 2017 - 73
Shopper Marketing - October 2017 - 74
Shopper Marketing - October 2017 - 75
Shopper Marketing - October 2017 - 76
Shopper Marketing - October 2017 - 77
Shopper Marketing - October 2017 - 78
Shopper Marketing - October 2017 - 79
Shopper Marketing - October 2017 - 80
Shopper Marketing - October 2017 - 81
Shopper Marketing - October 2017 - 82
Shopper Marketing - October 2017 - 83
Shopper Marketing - October 2017 - 84
Shopper Marketing - October 2017 - 85
Shopper Marketing - October 2017 - 86
Shopper Marketing - October 2017 - 87
Shopper Marketing - October 2017 - 88
Shopper Marketing - October 2017 - 89
Shopper Marketing - October 2017 - 90
Shopper Marketing - October 2017 - 91
Shopper Marketing - October 2017 - 92
Shopper Marketing - October 2017 - 93
Shopper Marketing - October 2017 - 94
Shopper Marketing - October 2017 - 95
Shopper Marketing - October 2017 - 96
Shopper Marketing - October 2017 - 97
Shopper Marketing - October 2017 - 98
Shopper Marketing - October 2017 - 99
Shopper Marketing - October 2017 - 100
Shopper Marketing - October 2017 - 101
Shopper Marketing - October 2017 - 102
Shopper Marketing - October 2017 - 103
Shopper Marketing - October 2017 - 104
Shopper Marketing - October 2017 - 105
Shopper Marketing - October 2017 - 106
Shopper Marketing - October 2017 - 107
Shopper Marketing - October 2017 - 108
Shopper Marketing - October 2017 - 109
Shopper Marketing - October 2017 - 110
Shopper Marketing - October 2017 - 111
Shopper Marketing - October 2017 - 112
Shopper Marketing - October 2017 - 113
Shopper Marketing - October 2017 - 114
Shopper Marketing - October 2017 - 115
Shopper Marketing - October 2017 - 116
Shopper Marketing - October 2017 - 117
Shopper Marketing - October 2017 - 118
Shopper Marketing - October 2017 - 119
Shopper Marketing - October 2017 - 120
Shopper Marketing - October 2017 - 121
Shopper Marketing - October 2017 - 122
Shopper Marketing - October 2017 - 123
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Shopper Marketing - October 2017 - 125
Shopper Marketing - October 2017 - 126
Shopper Marketing - October 2017 - 127
Shopper Marketing - October 2017 - 128
Shopper Marketing - October 2017 - 129
Shopper Marketing - October 2017 - 130
Shopper Marketing - October 2017 - 131
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Shopper Marketing - October 2017 - 170
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