People not product

Too many brands in the home interiors sector think introspectively. They make a wonderful product or deliver a fantastic service and it pleases them – but it’s easy to become complacent and forget who the real audience is.

All too often we find that it’s a case of product first – marketing and market empathy second.

Behavioural scientists refer to this as the ‘False Consensus Effect’. The idea that other people share our beliefs. We generally overestimate the degree to which they do.

Therefore, it’s refreshing to discover truly authentic interiors brands that break the mould.

One such business, based in Wales, had a rethink and undertook an ambitious brand transformation led by one member of the founding family. His strategy was derived from past experiences where brand-led, insight-driven marketing consistently drove results. He spotted that this was often missing from the independent KBB sector, and that there was opportunity for a brand willing to take an Outward-In approach.

It sounds obvious. But so many brands don't operate this way. They make something exquisite, then they wonder why it doesn't land in the market.

There’s another important factor; outward thinking also helps you own something exclusive. We've heard this brief time and time again: “Can we position ourselves just like our competitor?". It's understandable to covet what’s working well and mirror it.

When Bluesoup deliver brand discovery work, we invest considerable time finding the Colonel Sanders secret recipe – those ingredients that make a brand special.

Stop following the herd and let us help you make it personal again. Let's talk.