Redesigning, Rebranding, Relaunching without Customer Insight is Futile

Ted Mininni, president of Design Force, writes in the Marketing Profs blog about the tendency to put a new face on a product to try to achieve instant fresh appeal with consumers. Whether is repackaging, a new package design, or a new name to the same old stuff, this represents a quick-fix mentality that often leaves out the insight of the buyer. A better use of time and resources, writes Mininni, is to get clear, usable feedback from customers:

Getting consumer feedback is a vital aspect of conducting an internal audit. Spending time, capital, and human resources on this exercise, if done thoroughly, is never fruitless. Never a waste of money. It's the best bang for your marketing buck. In fact, the results may surprise some executives and lead them back to reinstituting those products, those policies, and those brand values that made them successful in the first place.