One thing was abundantly clear at the three U.S. Quirks market research conferences this year – Winning brands are embracing the Live Well™ mindset, even if they don’t know the term. Yet.
The Olinger Group’s top Customer Solutions guys, Executive VP Michael Vasquez and VP Stu Cohen, compared notes on how their takeaways from the conferences align perfectly with TOG’s Live Well focus.
Stu:
The social psychology at play is fascinating. In the past, labels were very important. They drove sales and were a must-have. Today, even if I really like a brand, labels are just labels. They don’t mean anything.
Brands must stand for something now. And when brands and consumers stand for the same thing, they become intertwined. The brand becomes part of their consumers’ lives. That is what Live Well is all about.
Michael:
Yeah, I saw that played out at all the conferences. Brands that are winning in the marketplace have three things in common. They
- Deeply understand their consumers,
- Authentically communicate their brand promise to support consumers’ priorities, and
- Deliver on that promise.
Authenticity is key – the consumers’ authentic drivers and the brand’s authentic promise. Once you connect those two things, you win.
Stu:
I went to a presentation where a brand highlighted the importance of that connection.
The presenter talked about one of their best-selling products and its’ very specific, quantifiable promise. Then she showed us their learning plans and explained how they go to great lengths to make sure the product really lives up to expectations. Because if it doesn’t, then they fail, and consumers will switch brands.
Even though she didn’t say “Live Well,” she expressed it because she made it very clear that they must fulfill their promise.
Michael:
Live Well is a term we coined, but it resonates well with brands because the concept is so intrinsic to who we are as individuals and consumers.
Stu:
And it works for all industries.
I even talked to a guy about Live Well and credit cards. The cards are a utility in your wallet that don’t mean anything until they do. Maybe your card gets you points or rewards, or it supports your favorite charity. Now, suddenly, it is not a utility anymore. It is a part of your life.
Michael:
That is an interesting point. People don’t choose credit cards based on location or convenience. Everyone has that functionality now.
It comes down to ‘what does it say on the front of my card?’ Because what it says on the front is what I’m going to get on the back end of my purchases. That is very much a Live Well motivator.
Stu:
It’s important to remember that people are not one dimensional. They don’t make decisions based on a single need or want, and they don’t support a brand just because they like it. There is so much more involved. That is where we really play.
That’s why Live Well is so important.
Want to learn more about Live Well with The Olinger Group? Download our NEW! 2023 Live Well™ Insights Report today!
