Introducing the BrandSpark Shopper Trust & Stubbornness Framework

Being the most trusted brand in a category matters – which was the genesis of the BrandSpark Most Trusted Awards program, which our sister company BPNA has been running for six years.

But over the years BrandSpark has learned how category dynamics are defined not only by how many shoppers trust a given brand, but also by how much more they trust in them compared to the next closest alternative. And it is by understanding the interplay of these two factors - what we call the BrandSpark Shopper Trust & Stubbornness Framework (BSTSF) - within a given category that brand leaders can make more strategic, effective marketing investments.

What follows is an overview of the model, which you can learn about in more detail by accessing my recent webinar.

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Overview of the BrandSpark Shopper Stubbornness Framework

The BSSF is a 2×2 built off of two key metrics. The first, or x-axis, is based on open-ended feedback on which brand shoppers trust the most in a given category. The winner is whichever brand is selected the most. The further to the right a category lands, the bigger lead the Most Trusted brand has.

The second, or y-axis, is derived based on proprietary assessment of how shoppers feel about their most trusted brand in relation to their next closest alternative. A particular focus is placed on the willingness to trade-off between them, and the key factors explaining why.

Figure 1. The BrandSpark Shopper Stubbornness Framework (BSSF)

CPG Food categories in the BSSF

Intuitively it might seem reasonable to expect a fairly linear relationship between these two metrics. But BrandSpark has found this is not the case. For example, figure 2 shows where each food category landed in the 2019 BCSS, which is much closer to a random scatterplot than a strong linear relationship. Similar dynamics exist in non-food CPG categories as well.

Figure 2. Different food categories plotted in the BSSF

Understanding which quadrant your category lies in, and where your brand fits within the shopper trust hierarchy, has significant implications on trusted-based marketing strategy. Over the coming weeks I will be providing examples of similar-looking categories that happen to fall within each of the 4 different quadrants, and the different strategies and tactics this points towards brands needing to use to be successful.

Alternatively, if you would like to learn more you can register to view my recent webinar on this topic here, or contact us to discuss.

The better you understand how stubborn your brand and category shoppers are, the more effective your marketing strategy and tactics will be.

See Part 2 in this series.

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