on Tuesday, February 09, 2010
One of the things that happens naturally as you begin to work on a brand is that you begin to learn the in's and out's of it. What every product does, what every acronym stands for, how every product was manufactured.
Don't get me wrong, this is all great to know - the only downside is that you can often get too close to the brand and begin to assume that customers have the same level of respect and understanding about the brand as you do. When, in reality, the brand is likely to be a very small part of their life, only thinking about it when they are in the buying zone for that particular product.
Instead, don't learn everything about the brand you work on, be ignorant to the jargon as a customer would be, look at the market how the customer would and become closer to your customer's mindset not the mindset of the company's CEO.