Evoked, Inept, and Inert Sets

Summary

The video script discusses the significance of the 'evoked,' 'inept,' and 'inert' sets in marketing. Brands in the evoked set are top-of-mind for consumers due to trust and familiarity, which is a desirable position for any company. Conversely, the inept set includes brands perceived as disappointing, requiring strategic repositioning to regain consumer trust. The inert set comprises unknown or overlooked brands, necessitating marketing efforts to raise awareness. The key is to enter the evoked set and maintain a strong brand presence there.

Takeaways

• 💡 Brand awareness is crucial for consumers to consider your product when making a purchase decision.
• 🔑 The 'evoked set' refers to brands that come to mind when consumers think about making a purchase.
• 🤔 Trust is a key factor for brands to be part of the evoked set; consumers are more likely to consider brands they know and trust.
• 😞 The 'inept set' includes products that have disappointed consumers or have a negative perception, making them less likely to be considered for future purchases.
• 🚫 If a brand is in the inept set, it must work to change consumer perceptions and potentially regain their trust.
• 🔍 The 'inert set' consists of brands that are unknown or overlooked by consumers, not coming to mind during the purchasing process.
• 🌟 Marketing efforts for brands in the inert set should focus on increasing awareness and getting the brand noticed.
• 💼 The goal of marketing is to move a brand from the inert or inept set to the evoked set and maintain that position.
• 📈 Being in the evoked set is advantageous as it indicates that consumers are more likely to consider and potentially purchase the brand's products.
• 📉 Brands in the inert set need to engage in strategic marketing to break through the noise and become recognizable to consumers.
• 🛑 For brands in the inept set, it's essential to address any product issues and improve the customer experience to move out of this negative category.

Q & A

What is the 'evoked set' in marketing and why is it significant?

The 'evoked set' in marketing refers to the brands that come to a consumer's mind when they are considering a purchase. It is significant because it indicates the brands that the consumer knows and trusts, potentially leading to a higher likelihood of purchase.

How does a brand end up in the 'inept set'?

A brand ends up in the 'inept set' when a consumer has had a negative experience with the product or has heard negative reviews from others, leading to the perception that the product is unable to perform as expected.

What challenges does a brand face if it is in the 'inept set'?

A brand in the 'inept set' faces the challenge of changing the consumer's negative perception. It may need to promote the product in a way that encourages the consumer to give it another chance, which can sometimes be difficult.

Why is being in the 'inert set' problematic for a brand?

Being in the 'inert set' is problematic because it means the brand is either unknown to the consumer or not considered for the specific product category. The brand must focus on gaining attention and awareness to move out of this set.

What strategies can a brand use to move from the 'inert set' to the 'evoked set'?

A brand can use marketing strategies such as advertising, social media campaigns, and promotional offers to increase brand awareness and move into the consumer's 'evoked set'.

What is the role of trust in the 'evoked set'?

Trust plays a crucial role in the 'evoked set' as consumers are more likely to consider brands they trust. Trust can be built through consistent quality, positive customer experiences, and effective communication.

How can a brand ensure it remains in the 'evoked set' once it has reached that position?

To remain in the 'evoked set', a brand must consistently deliver on its promises, maintain high product quality, and stay relevant by innovating and adapting to market changes.

What is the importance of brand awareness in the context of the 'inert set'?

Brand awareness is vital for a brand in the 'inert set' because without it, the brand will not be considered by consumers. Increasing awareness can help the brand move from the 'inert set' to the 'evoked set'.

Can a brand move from the 'inept set' to the 'evoked set'?

Yes, a brand can move from the 'inept set' to the 'evoked set' by addressing the issues that led to negative perceptions, improving product quality, and effectively communicating these changes to consumers.

What is the significance of the 'evoked set' in a consumer's decision-making process?

The 'evoked set' is significant in a consumer's decision-making process because it represents the shortlist of brands that a consumer actively considers before making a purchase.

How can a brand measure its position in a consumer's 'evoked set'?

A brand can measure its position in the 'evoked set' through market research, surveys, and feedback mechanisms that gauge consumer awareness and consideration of the brand during the purchasing process.