CMB Launches 'Customer Image' Solution

Chadwick Martin Bailey has officially launched a solution called AffinID, allowing brands to assess and develop their 'customer image' - ie what kind of people consumers perceive to be the customers of that brand.

CMB says its research has found that 'consumers' image of the brand customer matters more than their image of the brand itself'. AffinID provides quantified insights on three critical areas: 'consumers' current image of the brand customer, how compelling that image is and how to optimize that image'. It features the AffinID Score, a measure ofs how strongly consumers identify with their image of the brand customer. This is benchmarked against competitors' scores and, says CMB, is better at predicting brand performance than standard brand perceptions.

Erica Carranza, Ph.D., the company's VP of Consumer Psychology, comments: 'Consumers love brands that express their identities... Helping consumers feel like part of a group that reflects their identity is a powerful psychological motivator'. She adds: 'Competing on functional benefits, like price and convenience, isn't always practical. Nowadays, consumers have more options than ever - and every choice is an opportunity to express identity'.

Fitness center chain Planet Fitness, Inc. has already used the tool to understand potential customers' image of 'the typical Planet Fitness member' and how much they identify with that.

AffinID is part of a suite of psychologically grounded, consumer-centric solutions offered by the company, which was recently acquired by corporate engagement solutions specialist ITA Group.

Web site: www.cmbinfo.com .