Creating a strong brand is hard work. It’s easy for brands to get swallowed up in the sea of beauty products occupying the retail shelves. Consumers are bombarded with advertisements everywhere they go—highway billboards, television, radio, magazines—and it may be difficult for an overly busy brand to standout.
Alisa Marie Beyer, CEO for The Benchmarking Company, addressed “loud” brands that are just adding clutter to an already saturated market in the March issue of GCI and how getting back to basics is necessary for brand survival. Beyer gave a few tips to simplifying the brands’ message, such as learning to say no, taking on a minimalist view and purging your brand.