The Power of Brand Recall and the Role of a Chief Content Officer

The Power of Brand Recall and the Role of a Chief Content Officer

In today's highly competitive market, where differentiation among physical products and services is increasingly difficult, the success of a brand often hinges on its ability to be the first one that comes to mind when consumers consider making a purchase. This concept is known as the "evoked set," which refers to the favorable options that immediately come to mind when consumers think about buying something.

According to Miller's definition in 1956, the average human can accurately rank around 5 to 9 stimuli in a given product category. Therefore, the brand that secures the top position in the evoked set and is recalled as the first choice has a significant advantage. Being the first brand that consumers think of acts as a shortcut, making it more likely for them to choose that brand over others.

The "double jeopardy" law further supports the importance of being the market leader. It states that brands with higher market shares tend to attract more customers, who exhibit both behavioral and attitudinal loyalty. This means that market leaders should strive to minimize the number of brands in the evoked set, as they have a higher probability of securing the first-choice position. Strategies such as Kyupi's approach of limiting the number of brands in the evoked set or investing in extensive advertising to maintain the first recall position can be effective for market leaders.

Interestingly, research suggests that consumers have already made up their minds about 70-80% of their purchase decisions even before stepping foot in a physical store. This phenomenon, known as the "Zero Moment of Truth," highlights the importance of securing a position in the evoked set and as the top choice before consumers even enter a store. The battle for brand recall and the first-choice position occurs in consumers' minds long before they reach the point of purchase.

To effectively navigate this landscape and establish a strong brand presence, organizations are increasingly turning to Chief Content Officers (CCOs). These individuals, often journalists, possess the editorial rigor necessary to develop a credible brand voice. Their storytelling skills enable them to create compelling content that resonates with consumers tired of being "sold" to. Instead, consumers expect brands to be authentic and share similar values, representing a community they want to be a part of.

Hiring a CCO is particularly crucial in the digital era when reaching consumers has become more challenging and less efficient due to the cluttered online space. Having a CCO in-house ensures that the brand's unique voice is consistently maintained and aligned with its core values. No one knows the brand better than the organization itself, making an in-house CCO invaluable in creating content that truly represents the brand and connects with consumers.