The Importance of Consumer-Led Branding
Business challenges are human challenges, and humans are not predictable. We are irrational and complex; our attitudes and behaviors shift and evolve over time. But what if we could make this unpredictability a little more predictable? How might we move beyond what our customers say they want, and understand what truly motivates them? The answer lies not in what your customers do, but why they do it. The Kimberly-Clark Huggies® team knows this well, and believes that authentic and meaningful brands are guided by empathy and consumer truth. Utilizing a global illumination initiative, the team recently embarked on a journey to uncover the deep-seeded needs and motivations that drive the behavior of mothers around the world, with the ultimate goal of bringing key target segments to life. Discover how Kimberly-Clark Consumer uses unconventional research to illuminate their global segmentation, inform future innovation and strategic frameworks, and connect with customers on a deeper, emotional level.