PiNG! Connecting with Your Consumer - Flipbook - Page 8
PiNG!
WHAT IS PiNG?
PiNG!
WHAT IS PiNG?
How do you connect with your consumer
in a global sea of products?
PiNG!
It’s about connection – about the points of engagement
that turn a shopper into your consumer. PiNG is visceral.
PiNG energizes. PiNG creates a magic moment. PiNG conveys to the consumer, “I see you and I understand your
life.” Above all, PiNG is a point of singularity. It’s how
a great brand declares itself distinct and relevant in the
consumer’s mind.
A good brand may have several PiNG points. A great
brand has many.
PiNG happens when a brand understands that consumers
buy products for two basic reasons: (1) to express their
individuality, and (2) to show they belong. We all want to
stand out from the crowd, but first we want to be part of
the crowd. Beyond addressing functional needs, a brand’s
hierarchy of benefits speaks to these conflicting desires. If
a product has PiNG, it answers them.
This book is about the critical brand cues that create
PiNG – the PiNG points. Successful brands around the
world understand PiNG. They know how to connect with
their consumers through shelf space design and brand
architecture and packaging and innovation. They get PiNG
right.
PiNG happens when the consumer approaches your
brand on the shelf. PiNG is the impact of your brand
architecture. It’s in the packaging. It’s created by colors,
shapes, words, logos, images, textures, fragrance, and the
A shopper’s decision-making process may be complex, but
in-store environment. It’s how products are grouped on
it’s often just a few seconds long. PiNG is how you drive
the shelf and the message those groupings convey. It’s
that process.
in the perceived qualities and benefits that the consumer
assumes from your brand’s overall message. It’s even influenced by the ideas and drivers that your consumer has IN THIS BOOK, WE’LL SHOW YOU HOW
as she walks into the store. PiNG is all of these cues and – SUCCESSFUL BRANDS CONNECT
more importantly – what they mean to her.
It’s true that cultural cues differ and consumer preferences do vary some from country to country. Yet PiNG
is always about that moment when a shopper decides to
become your consumer. The thought process by which a
consumer arrives at a purchase decision is nearly the same
whether she’s in St. Paul or Sao Paulo, Dubuque or Dubai.
PiNG is universal.
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POWERFULLY WITH THEIR CONSUMERS.
THESE ARE THE MASTERS OF PING. WE
WILL SHOW YOU WHAT THEY KNOW.
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