Consumer mindscape

In yesterday's Economic Times, Professor S.Ramesh Kumar, has written on Addressing consumer mindscape.
He mentions that brands over a period of time need to enlarge the band of consumers in categories that are low involvement in nature or bought without much deliberations.
In several categories of fast-moving brands, the mindscape of the consumer extends beyond the positioning of brands. Brands need to have a clear focus based on the consumption patterns of consumers.
We need to keep asking which unmet demand of the customer can be easily met by us, and what additional factor may give extra value to the customer.