We recently had a client contact us with an unusual problem. Their proposition didn’t work. This is the part of your brand strategy which defines the direct promise between the brand and the prospective consumer. It’s often derived directly from the product or service offer, and can be called the value proposition.
It’s an area of brand strategy that doesn’t get much attention. We’re all familiar with positioning, the three-dimensional shuffle between multiple brands to find their space. And in recent times Purpose has loomed large over every strategy debate. The proposition feels humble and modest in comparison. But when it stops working, the whole edifice can crumble.
In this case, the proposition was based on gender. It was an offer specifically tailored to women, in what is traditionally regarded as a man’s category. So it was distinctive and different, that white space all brands are seeking. The brand looked set for a solid and secure future.
But then the ground moved. Gen Z, Millennials, and young people without marketing labels, started to reject the idea of gender labels. Male and female weren’t how they were defining themselves. And without that definition, the gender-based proposition dissolved into nothing
Strategically, there are two options. The first is to keep your existing proposition, and find some consumers who still fit it – if they’re out there at all. The second is to find a new idea that appeals to your next generation of consumers, and develop a fresh proposition from it. This is harder – as it may be difficult to find something so distinctive again – but it’s a better long-term option for the business. We’ve recommended option two.
