The human mind does the work of the brand planner on a daily basis. We experience people, places and things, a multiplicity of experiences, and boil them down to their essence — retaining a fairly single minded impression. Or we don’t, because we are confused and no single quality sticks out. I refer to this inability to land on an impression as the “fruit cocktail effect.”
Great brand managers understand this. They get how the “cull” of product and service values is one of the most important parts of their job. They understand you can’t be all things to all people. Sadly, many marketers don’t get it. They “value-load” to the point where consumers don’t know what to think.
Yesterday I was reading a point of purchase display for a remodeling company and they listed 10 different values or claims. All were good claims but created quite a cacophony. What about this display would the consumer remember in day after recall testing? Probably the main picture used. If really lucky they might remember the value most important dear to them, buried among the others…their key care-about. Most likely they’ll remember fruit cocktail.