Again the weekend papers give everyday examples of how established brands are insulting the intelligence of their best customers (regular users that know every aspect of the brand) Sunday Times April 30, 2017, thereby raising the following issues:
- ‘Shrinkflation’ raises an issue called brand credibility…
- Remember that hard-won property based on realistic assessment of savvy consumer needs, and then poured down the drain on the assumption that the same consumer is too dumb to notice a reduction in contents of their favourite i.e. repeat-purchase brand…?
- Then adding insult to injury by urging consumers to ignore the evidence of their own experience (remember experiential marketing?) by pointing to the 'letter-of-law' weight declaration on the pack...
- …with one non-shrinking member of a category being sufficient to demonstrate that a change in relative competitive appeal has occurred…
- Thereby making themselves ready to scoop up dissatisfied demand…
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