The Meaningfully Different Framework
We know that successful brands have the ability to generate consumer predisposition but how do they achieve it?
BrandZ research found that consumers are more predisposed to buy brands that are more Meaningful, Different and Salient
than their competitors.
Apple and Coca Cola are examples of brands performing well in all three areas, though the dynamic for success in each case is different. Whereas Apple is incredibly Different
versus competitors, Coca Cola is extremely Salient
By understanding what drives these three ingredients within a category we can make recommendations on where a brand should focus to improve equity.
THE CHALLENGE FOR MARKETING IS TO CREATE AND MAINTAIN BRANDS THAT ARE MEANINGFUL, DIFFERENT AND SALIENT TO CONSUMERS!
The 'Meaningfully Different' Framework