Overview

What now? and What next? - The two questions that need to be analysed once in every two quarters in business, when managing products and brands. This requires a structured, definite thinking process that enables one to apply, analyse, infer, and strategize. Market Romanticism: A Consumer Romance Framework introduces a fresh way to study how consumers relate to products and how competitors influence these relationships. Using the analogy of a college romance, the framework compares the consumer-product bond to a romantic relationship, with rival brands acting as the third party. This perspective helps interpret how consumer perceptions evolve and how market competition influences these relationships, with trust as a critical factor in perception. A customer-centric concept and a practical strategic tool, Market Romanticism enables product managers, marketers, and strategists to track shifts in consumer behavior, anticipate market movements, and define what now and what next-to differentiate and remain relevant in an ever-evolving market landscape. This concept can be applied to various scenarios, such as (i) New product development and launch, (ii) Understanding existing product consumption, and (iii) Analyzing evolving or changing consumer behavior and market landscape.

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