Bananas can teach us marketers many things…
1. HOW BRANDS GROW
Most brands buying pattern follows a banana shape, with a few heavy buyers and lots of light buyers. To grow, brands need to focus on recruiting light buyers. See “Eat your Greens” by Wiemer Snijders at The Commercial Works for more …https://lnkd.in/e8dxmhCr).
2. DISTINCTIVENESS
Bananas are instantly recognisable, thanks to their unique shape and colour. This makes them stand out on the shelf and easy for people to find and buy them. In fact, you can even identify a Banana through blurred vision which is often a great test of any brand identity – can you still decipher what brand it is in blurred peripheral vision?
3. SITUATION VERSATILITY
Bananas aren’t just for use in 1 situation. They’re relevant for different people (e.g. adults & kids), times of day (breakfast, snack, post workout, lunch), compliment other foods (with cereal, with pudding) and places (out and about, at home, at school/work). Bananas are a great example of Situations based thinking (Category Entry Points) in action.
4. EASE
Bananas feature minimal packaging, are easy to peel, have a soft texture to eat, they’re relatively good for you and easy to buy as they’re prominent in lots of places. All of which means bananas are a fuss free choice for many people in many situations.
5. CONSISTENCY
The above 4 points have stood the test of time. There’s no marketing department to change the brand identity or try to pivot the brand in a new direction.
These points of banana based brilliance also underpin Bamboozled’s Brand Memory Snapshot. If you are interested in hearing more about our approach, then…
Read: BMS Brand health tracking https://lnkd.in/eZ2b2Psu
Read: BMS Distinctive brand asset testing https://lnkd.in/eKwpufhD
E-mail Rich: rich@bamboozled.co
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