IPSOS Is the Behavioural Lens Out of Focus? VIEWS These processes work like a wheel in CPG because of the consumers’ lives (e.g. Sure compressed deodorant taps into consumption and repurchase pattern: sustainability, Scholl’s Velvet Smooth Express Pedi provides an effective solution to the age-old problem of hazardous solutions, Robinsons Squash D taps convenience in its Recall portable solution to flavour water on the go). The law of (Brands*, diminishing returns means that overwhelmingly product experiences, Selective innovation fails the maximisation game and the leverage at cues) attention the valuation stage is very hard to get. “The law of diminishing returns means that overwhelmingly product innovation fails the maximisation Experienced Valuation value = choice game and the leverage at the *brands as associated knowledge networks valuation stage is very hard to get. “ SAM provides some insight into the leverage available at Of course brands have long tried to create a range of key points on the wheel: associations: desirable associations to form preference or useful ones to prime consumers and make brands come to 1. Across markets, we often see that CPG brands put great mind or be noticed on shelf without effort. effort into building stronger consumer preference (i.e. they seek maximisation for the valuation game). Over time New avenues to create brand associations are on the rise however perceptions of quality in the market may increase and as brand management converges with corporate reputation perceived differences between brands decrease (including and managers align their brands with the needs of consumers vs private labels) or become irrelevant: consumers shift their and the demands of society. In the UK Persil, a brand of choice goals from (near) maximisation to ‘good enough’. laundry detergent, encourages parents to give children free/ play time outside which is vital for personal development. In In addition, the efforts of many brands to increase preference #dirtisgood Persil contrasts the situation of today’s children usually hit the wall of diminishing returns. The 2015 Nielsen who reportedly have less free time than people in maximum Breakthrough Innovation Report found that out of 8,650 security prisons. By adopting a broader social purpose and CPG product launches, only 18 actually delivered a new communicating it through an arresting comparison, Persil proposition, generated £10/€10 million sales in year 1 gains emotional resonance leading to recall attention and and retained 90% of their sales in year 2: almost all of the value vs other brands. Persil’s competitor Ariel questions 18 innovations actually change something significant in why the laundry is only a mother’s job at #ShareTheLoad. 9