Susan, Ahead of you seem on the “personality” of the brand like Nutrilite, you ought to back up and appear at the longer term revenue growth goals and ask whether the market space/demographics it truly is currently targetted to are going to get you there.
I go back to comments from various executives suggesting that the target audience is ‘young and affluent’. OK, is going to get you wherever you wish to go, or is spin to justify cash cow pricing on specified products, as well as a cover for lazy marketing thinking in the past?On the other hand, Nutrilite must be positioned like a premium “aspirational” brand (specially Double X) in all market segments 20-40′s together with sports nutrtion, 40-60+ with personalized well being and ‘extending years of wellness’, and also the other profile types that are already developed all around lifestyle stages. That is why I just like the tag line “the ultimate dietary supplement.” Which is something that is often positioned and sold. That’s also why I actually like the athletes you’ve chosen to profile Double X and Nutrilite. Even if you aren’t a world class athelete, vicariously most of us aspire to a thing like that.
And it is these athletes who are developing the “personality” with the brand.Yet another point that desires to be kept in mind is this brand requires some education in the consumer in order to sell it. Which is the biggest “value add” that we bring and for which we’re paid. That’s also wherever some of our competitors have already been much more prosperous, I would suggest.Finally, in addition to “personality,” it is best to be asking the fundamental question, what exactly is the mission of this brand?
Is it just a collection of goods competing with collections of solutions other businesses carry, or is there a sense of the ‘transcendent’ mission in society that this brand has as being a goal, a definable social great it’s setting out to achieve and with which IBOs and customers can readily identify? When you have that kind of the vision for the brand, then you’ll be able to talk about “personality” or “personalities”.
What are the intangibles the brand can promise and will deliver, that your customers want which go way beyond “the product”? When you receive those questions figured out, the rest will fall into place.