Understanding Consumer Behavior is Key to Brand Management, Say Two Alums

How do you build brand loyalty and attract new consumers? That was one of the topics addressed during a talk hosted by the Marketing Club featuring two Procter & Gamble brand managers and Yale SOM alums.

It’s critical to understand why consumers are behaving the way they are. Consumers are looking to make a split-second decision. They’re not going to spend 10 minutes looking at laundry detergent, no matter how much effort you put into the labeling on the bottle. Ninety-five percent of what they’re acting on is in their gut. Jay Kim ’14, Brand Manager, Fabric Care, Procter & Gamble

You have to find the evangelist, the person for whom your product proposition is so compelling that they want your product now, without you having to sell them on the benefits. Evangelists are the people who will go on Amazon and talk about your product. They preach your message. That’s the consumer around whom you want to build your proposition.”

Chetan Parekh ’06, Associate Brand Director, P&G Ventures, Procter & Gamble

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