While Kraft recently unveiled a second line of “slower-growing brands” in addition to their “faster-growing enterprises” (such as snack brands), they are also looking towards new analytics that may help both business venture find success. According to a new article from Brand Channel, Kraft is trying to secret behind the “’emotional design’ of products, packaging, positioning and brands.” In other words, what gets a consumer to “like” their product, as opposed to “preferring” it over other brands/competitors.
Research like this, if successful, could open up a whole new sector of marketing. Kraft’s findings will revolutionize the way brands look at marketing a product to a consumer, as they focus on these so-called “emotional triggers.” It’ll be very interesting to see what they find.
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