Votre marque est confrontée à l’évolution des tendances de consommation. Comment ajuster votre stratégie de positionnement pour rester pertinent ?

Take the case of IBM. It evolved with the customer, beginning as an office machine supplier. With changing business environments, it evolved into a computer company, then a software company and finally a consulting company. Throughout this 5+ decades journey, it never lost its position as being the preeminent business solutions provider. If a manufacturing giant like IBM can evolve by staying ahead of the curve, so can you.

Consider how changing consumer behaviors might create new opportunities. For instance, a traditional bookstore chain facing competition from online retailers could analyze its position and realize its physical spaces offer a unique advantage. They could pivot to hosting more author events, book clubs, and writing workshops, transforming stores into community hubs for literature lovers. This approach leverages their existing strengths while adapting to new consumer expectations for experiential retail.

Think about creating platforms for user-generated content that align with your brand values. A sportswear company, for example, could launch a social media campaign encouraging customers to share their fitness journeys. They could feature these stories on their website and in-store displays, fostering a sense of community and motivation among their customer base. This not only engages existing customers but also attracts new ones who resonate with these real-life experiences.

I’d love to add that you should leverage cross-industry insights. Look beyond your immediate competitors and industry. Sometimes, solutions come from unexpected places. For example, a retail brand might draw inspiration from the personalization techniques used in streaming services to create tailored in-store experiences. Or a B2B software company could adopt storytelling methods from consumer brands to make their technical products more relatable and engaging.

AI is a powerful tool of you know how to use it. Consider a real-time brand adaptability platform that uses AI to continuously analyze and integrate emerging cultural and consumer trends into your brand’s messaging and offerings. You may also set up a panel of trendsetting customers and industry innovators who provide regular insights and co-develop marketing campaigns that keep the your brand fresh and relevant.

This situation of changing trends in the sector is a great opportunity for us to reflect on the importance of brand positioning oriented towards the company's purpose, or as Simon Sinek would say, its "why". I worked for a renewable energy company where the Country Manager used to say something I'll never forget: "We're not just a solar energy company, we're a company that offers sustainable solutions to our customers". This much more strategic positioning allows the company to adapt less traumatically to market changes, because everyone knows its essence and its promise, and not just one product or another. And this is what brands looking for a strong branding position should strive for.