Understand what’s falling behind. Today’s differentiation becomes parity tomorrow. You can’t stop competitors from catching up. So keep moving up the value orbit. Gillette is one case in point. Study customer needs and find unexpressed issues and extend offering. Shift axis from product to solution. If it’s consumers brand find route to shift thinking based winnings to lower anchors to deeper meaning based connections. Consumers have higher order needs as well. Find your game.

In my experience, satisfied consumers in any industry start to leave a brand when the basics are falling behind on relevance. In consumer businesses, it is usually product innovation if all else is right. I know of someone who, in order to earn his stripes in the first 90 days of his arrival as CMO, tried to fix it with more media and a promotion but it fell flat and the team lost all respect for the CMO. It took 18 months after that, for the team to fix the product offering first and then go to consumers with it and it worked like a charm after that. So, i would first question if the core product offering is relevant anymore or not and why. If the answer is yes, then one would move to easier options like advtg or media fixes.

In this scenario, the only question to ask is WHY!! Why an I falling behind the market? ? Is it that my brand is not connected frequently? ? Is my brand lacking Innovation or newness? ? Is my brand at a saturation or declise stage if lifecycle? ? Have I lost the right audience? ? is that my brand has done something wrong with sentiments or emotions? ? Or something else? Only when I have done enough research on this, I would be able decide my strategy to revamp the brand! For brand revamping there cannot be one-fits-all-size option! Revamping strategy needs a lots of data analysis, research, talking to loyal and probable customers, analysis of market campaigns and my campaigns and much more!

Falling behind does not happen over night unless your factory burnt down . I can just say the usual, analyze the causes but in this case a leadership change maybe in the cards .