Brand Building Action Points
To maintain market share, the major brands need a portfolio of brands that will accommodate diverse needs and tastes, which means that when people no longer reach for the heritage brand, they reach for another brand within the portfolio.
2. Talk taste
Habitual customers return for the taste. But habitual customers do not accelerate growth. Growth requires reinforcing taste credentials because people are not aware of them outside the heavy user base.
3. Build salience
It is an unusual directive for some of the world’s most iconic brands, but for waters and other emerging segments, it is important that brands have a physical presence supported by media investment.
4. Sustain love
Although there is residual love for brands and the category, sustaining it is not automatic. It helps to be straightforward with consumers about their health concerns.