PiNG! Connecting with Your Consumer - Flipbook - Page 169
PiNG!
PiNG!
CHAPTER 6
CHAPTER 6
In Conclusion: An effective brand PiNGs consumers many times with a singular
cohesive message—through
brand architecture, packaging, innovation or breakthrough positioning. Your
brand’s job at shelf is to grab your consumer’s attention and convince her to buy your product.
PiNG is language, colors, words, shapes, images, logos, texture and even the in-store environment. It responds to
the impressions and drivers the consumer carries with her into the store. It is the brand visuals and, more importantly, what they mean to her. It is how products are grouped and what those groupings convey on shelf. It is
perceived qualities and benefits that the consumer assumes from your brand’s overall message and tonality.
PiNG considers why consumers use the products they use. How do her product choices help define who she is as
an individual? How does brand advertising affect assumptions made about each product? PiNG is about the consumer’s preconceptions—correct and incorrect.
Your consumers are PiNGed countless ways in different categories and in different countries around the world.
The many diverse global cultures have very different shopping experiences. Elements of PiNG change from country
to country. Tastes differ, colors have different meanings and various cues about your brand mean different things
to different people. Yet despite these differences, the core of your brand’s PiNG is always about converting the
shopper into your consumer.
PiNG! is Singularity—
and is Universal
From shelf space to brand architecture to packaging to innovation, major brands around the world make PiNG
work for them. Your consumer’s decision process takes only seconds. The cues your brand transmits to her at each
point, and the meaning of those cues, create the success of your brand. A focused message is the cornerstone of
that success. In marketing, you usually have only one chance. Having a clear and decisive PiNG helps you make
the most of that one chance.
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