PiNG! Connecting with Your Consumer - Flipbook - Page 15
PiNG!
CHAPTER 1
PiNG!
CHAPTER 1
Optimizing Brand Equity
on Shelf
When consumers shop a category in a retail store, they
don’t see just the shelf. Their eye progresses through three
distinct layers of perception until they focus on the specific product that they decide to purchase. Although these
often blend together, the three layers can be defined as:
Then, she enters the third layer—the version layer. It is the
first moment your consumer connects with your product
on shelf. It is the moment your consumer decides whether
or not to buy your brand.
Moving through all three layers of perception takes about
five seconds. Yet your consumer has moved from a broad
sweep of the shelf to a focus on a specific brand block
and then to a specific version. She has analyzed a complex
range of colors, shapes, words, pre-conceptions and needs.
And still there is no guarantee that she will choose your
A category shelf in a retail store is like a strip mall. When
product. Your brand must keep selling at every layer to
the consumer visits a strip mall, she sees a lot of stores.
ensure it is ultimately purchased.
It’s the store grouping and choices that impress her. This
broad view is like viewing the Category (or entire shelf)
Success at each layer is one of the most abstract concepts
layer. At this broadest layer, a consumer can discern colors
of PiNG. Successful brands sell at each layer, using difand identify some brands, but not sub-brands or individual
ferent PiNG elements. This chapter will distinguish these
versions.
layers and identify how successful brands PiNG effectively
at all three layers.
She will then go to the next layer—the Brand Block. This
is like picking a specific store to enter in the strip mall. At
the brand block layer, the consumer physically approaches
a particular group of related products.
• The Category
• The Brand Block
• The Individual Product or Version
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