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Customers Buy into Brands for What They Reflect Back
By Yolande D’Mello
Charlotte Fleming, Senior Marketing Manager at Prime says the deeper we understand our customers, the more precisely we can create meaningful entry points into the brand.
What if you could have it all? A beer that’s better for you. A fun night at the pub without the guilt of the calories, and cheating on your fitness regime.
Prime Time started when founders Harvey Armstrong and Sam Holmes found themselves in a conflicting love triangle. On one side, their passion for great tasting beer and good times. On the other, their commitment to staying fit and leading a balanced lifestyle.
The company experimented with creating a lager infused with natural caffeine extract. Its beers promise to have 30% fewer calories, 63% fewer carbs and offer a gluten-free and vegan alternative.
Another keen value the brand wanted to share with its customers was its value system, specifically when it came to sustainability. The brand partnered with Seven Clean Seas to help remove plastic from the world’s oceans, 4.2g of plastic are removed for every Prime Time beer sold.
We caught up with Charlotte Fleming, Senior Marketing Manager at Prime Time to talk about her role, and what the future holds for marketing teams.
One trend you believe will have the biggest impact on marketing in 2025?
The trend that’s emerging, and the one I think will continue to grow in 2025 to set brands apart, is the ability to decentralise their brand identity.
Customers no longer buy into a brand because of what it says about itself, they buy in because of what it reflects back to them. Whether that be authentically or aspirationally.
The deeper we understand our customers, the more precisely we can create meaningful entry points into the brand — each one tailored, native and emotionally resonant.
It’s not about fragmentation, it’s about building a brand identity that’s flexible enough to show up in different spaces whilst still being rooted in the same core mission.
One challenge marketers must overcome to stay competitive this year.
Keeping up with AI will be a huge focus for brands this year, but there’s also a challenge to be tackled in balancing AI’s efficiency with brand authenticity.
As AI tools become cheaper, faster and more accessible, we’re seeing a wave of reactive, AI-generated content flood our feeds. But this can have the effect of feeling formulaic, impersonal, and will make audiences scroll past without a second thought.
At Prime Time, we’ve used AI deliberately — for entertainment, jumping on trends, or scaling ideas. We believe audiences don’t want perfection from brands, they want personality! In a screen-saturated world, people are craving more realness, not less.
One piece of advice to today’s marketing leaders.
Sell the lifestyle, not just the product.
Charlotte will join a panel of experts including Jessica Cooke, Director of Media & Loyalty at Stonegate Group and Adam Mills, Head of Insight – Loyalty & Strategy at The Wine Society for a panel discussion titled Is loyalty dead? Rethinking customer connections in the modern era.
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