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Brand-Building Series: Do you know who you’re talking to? | Analysis | Campaign Asia

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In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, explains the importance of consumer understanding and how to go about selecting your target audience. In the frenzied rush to meet all the demands of their ever-more-complex role, marketers often push the critical imperative of understanding the consumer to the back burner. We know who we’re talking to, goes the common excuse. But do we, really? Consumers today bear little resemblance to their cousins of a decade ago: They’re more empowered. They have many more information choices at their fingertips—and the technology to enforce them. They multi-task effortlessly and are adept at presenting different faces to the world, depending on who they’re interacting with. That’s why it is critical, when you’re reviewing your strategy and setting priorities, to really understand what makes consumers tick. What’s really important to them. Take the example of FMCG giant Unilever. Simon Clift

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