consumer

A marketing agency’s perspective on the 2012 Consumer Electronics Show

The Consumer Electronics Show (CES) has been an industry stop for those in the consumer electronics industry for decades. If you've followed tech publications for the past several years, you've seen that this show has morphed into a much more important presence for all things tech, and then of course for all things marketers must be using to reach their audience.

I decided to make the pilgrimage to Las Vegas in January to see it firsthand.

Brand Inheritance: What it is and how companies can build it

We inherit many things from our families: personality traits, meager savings accounts, crazy long toes-- and we also inherit brands. It's hard to pinpoint exactly when it happens. That day your mom sent you to the store after you first got your license? Or maybe that first Target run in college? The day you said, “I do!” Somewhere along the way, you picked up a product simply because it was used by a loved one.

Brand Inheritance
So what is brand inheritance? It’s when you and I inherit brands from our loved ones without question or concern. They influence our shopping habits long after we stop living with our families, begin shopping for ourselves or start living with someone as a couple. We simply buy the brands because that is what our friends and family have always used. We trust their opinions, we think they’re cool, we’re comfortable with those brands and we really don’t have a good reason to make a change.

Brand inheritance to me means Bounty paper towels, Kleenex and Dawn dish soap. It means driving far distances to shop at Giant Eagle. It means buying Iams cat food, Clinique makeup and GAP clothing.