Thinking like a brand

My third module of [Squared] taught us how to think like a brand. About three months ago I went to a seminar at the IAB and the following stuck to me head -

"No one brand owns a demographic, it sits within a demographic"

Every brand has its "typical" audience and most often targets its adverts towards that group to enforce habitual buying. But what about when that demographic tires out? Does that way of thinking restrict the brand from producing products that appeal to different audiences?

Consumers are no longer passive and the consumer journey is talked about now more than ever. A single consumer is exposed to hundreds of adverts a day, so what makes your brand stand out to them and move them from habitual buying? Making use of the resources.

Module 3 was the most interesting module of all, mostly because I love learning and talking about consumer psychology. The Zero Moment of Truth is something that all advertisers and agencies should think about when putting together a brainstorm or a plan. I think sometimes, even for really popular brands, it's interesting to think "what if consumers didn't know my brand.. Where would I start from".