The Key to Consumer-Centricity: Your Brand User Image

Go from brand-centric to customer-centric in 2017.

The more consumers identify with their image of the kind of person who uses a brand, the more they will try, buy, pay for, and recommend it. To change what consumers think of a brand, we must change their image of the people who use it.

Based on decades of psychological research on the self and social identity, and supported by our own research, CMB has developed AffinIDSM , a proprietary tool that helps brands go from brand-centric to consumer-centric by understanding and influencing consumers’ image of the brand’s typical user.

Join CMB’s Dr. Erica Carranza to introduce AffinID and learn how understanding and measuring the perceived image of a typical brand user helps brands become customer-centric by answering these questions:

  • What is the consumers' current image of the brand user?
  • How clear, relatable, and desirable is that image?
  • How can brands optimize that image to create messaging that resonates with target consumers?


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