Are you talking to me?

Is your brand fighting for attention in a very cluttered environment? Have you really recognised who your brand should be talking to? You may well ask and why should you care?

The demographic of 18-35 year olds is quickly losing its spot as the most profitable target market.

New Economic Order and Traditionalists with the means and disposable income have rapidly become the most receptive to premium branding.

Independent research by Ross Honeywill and Verity Blyth of The Neo Group have,over 5 years obtained from 500,000 interviews and data across four continents with more than 2000 variables highlighted the need for a major rethink of brand strategy.

Three consumer groups have been identified; Evolvers, the youngest of the groups. NEOs the most dominant in the 20s, 30s and 40s age groups and finally Traditionalists, the 55+ segment.

A quick review of the groups reveals, NEOs insist on controlling their own lives, whereas Traditionalists prefer someone else to organize their lives for them. Furthermore NEOs represent a significant percentage of consumers who earn more and expect more, no, demand more than any other group. Their spending propensity, capacity and behavior well qualify them as premium consumers. They invest more and use debt to fuel their lifestyle ambitions. They will pay a premium for premium products that put them in control and at the forefront of trends.

NEOs prefer brands that reflect their passion as pioneers for the path less traveled and for creative options. They are after all, premium customers for premium brands and premium experiences and want to be courted as premium.

Understanding and motivating premium customers is the challenge of the decade. To engage their minds sufficiently for them to act.

Back to my opening question; Is your brand fighting for attention in a very cluttered environment?

More importantly, knowing how to address this very important audience and stand alone as empathetic premium producers.

To be continued...or visit The Baldchemist official website for valuable detailed information.