People don't care about brands.

A known strategist wrote this recently, saying that

...if you focus on getting more people to buy your product just once, rather than the same people to buy more

...your strategy will become awesome

...because you will shift your focus from getting people to love your brand to remembering your brand when they are ready to buy.

Caution: This is an oversimplification of a brand strategy.

As a brandman with close to 30 years of operational experience devising and implementing successful strategies, I wanted to add more context for the almost 2,000 folks who gave this a thumbs up, love, etc and reposted more than >100 times.

🧡 The word 'care' is constantly misused.

Brand managers care about their brands. That's their job. It doesn't mean users don't care. They merely care about different things.

🧡 The notion of not getting the same people to buy more but rather getting more people to buy just once oversimplifies a complex dynamic.

You need both. It also depends on product category, purchase cycles, distribution and a whole bunch of other dynamics.

🧡 How different things, e.g. brand actions and experiences, stack up and create value over time is what builds brand reputation. (= how to grow a brand 101)

🧡 First-time buyers buy on reputation.

Unless it's a very low-involvement product and/or impulse, and then there are other factors at play, such as availability, price promo, and retail environment.

🔑 If the argument focused more on getting your brand into a buyer's repertoire, it would be more relevant and make more sense in the context of brand strategy.

#strategy #brandloyalty #brandrepertoire #str8talking #thefirebird

[As usual, the visual is AI-generated. It's not always perfect.]