Perspectives from Brand Strategy Consulting
FK tuned into The WWD Digital Beauty Forum 2022 to discuss the digital transformation in beauty. Here are our key takeaways of what’s happening in digital beauty and how brands can win in 2022:
CONSUMER TRENDS HAVE NEVER BEEN MORE IMPORTANT FOR BRAND HEALTH, but never more difficult to land on and interpret in a meta-screen world.
From a brand innovator’s POV, one of the most positive and surprising changes over the past two years has been the broad adoption of agile research technologies, enabling a seamless connection between brand teams and consumers. The impact on innovation solutions and marketing creative has been truly amazing.
A successful Brand Ecosystem is the manifestation of a well-executed brand vision and a finely-tuned go-to-market strategy – but it doesn’t stop there. Next generation brands fully integrate and nurture consumer co-creation across their brand ecosystem.
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Successful Physician Segmentations Need to Reflect Three Aspects of Today’s HCPs: Health Care, Business Smarts and Human Empathy
Physician segmentations stop short if they only profile HCPs as health care providers – because HCPs are also customer service providers who are deeply motivated by creating a positive patient experience.
With 100% transition to online consumer research and brand team collaboration, CPG companies have an opportunity to make consumer goods innovation faster, more nimble and more effective. How can they ensure success?
Brand loyalty is essential to brand success. With customer journeys turned upside down, beauty brands need to start building loyalty sooner rather than later – even before consumers start buying the brand.
Beauty is about aspiration. With customer journeys so disrupted, brands need to do more than just find new ways to connect with consumers and drive customer engagement. They need to find inventive new ways to help consumers fulfill their aspirations.