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Archive for September, 2011

Brand Innovation

Brand Leadership Through Radical Innovation


Swatch Branding Innovation

When thinking about product and brand innovation– what seems to elude many executive leaders is a that people do not buy products, they buy into meanings.

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Brad VanAuken Brand Perceptions

Overcoming Negative Brand Perceptions


Brand Strategy Brand Perceptions Shopping

Brand perceptions are much more often created by the product or service experience itself than from marketing communication. Marketing communication is much more effective in building brand awareness than it is in creating or changing brand perceptions.  That is not to say that marketing communication cannot be used to help change perceptions, but it can’t do it alone and it can’t do it in the absence of real changes in the product or service experience. So, when a brand perception is negative and requires a change, that change is likely to include one or more of the following:

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Brand Perceptions

Changing Brand Perceptions


Dewalt brand strategy brand perceptions

No doubt about it change is hard. Humans resist change until they absolutely have to. Like a bad habit, you won’t kick it until it threatens your very existence. So it is with changing a brand’s perception in the minds of customers.

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Brad VanAuken Branding: Just Ask...

The Future Of Entertainment Branding?


Future of Entertainment Branding

We are happy to answer marketing questions of all types here on Branding Strategy Insider. Today's question comes from Todd Longwell, a reporter for Variety Magazine in Los Angeles, California. He asks…

"How will the state of entertainment branding be different in 10 years? In recent times, the constant stream of new technology has created widespread fragmentation in the marketing space. Is the increasing interconnectivity between devices reversing that trend?" 

Thanks for your question Todd. Ten years out is a very long time out for projections that are anywhere near accurate, especially given the accelerating rate of technological and market changes. Having said that, I am sure there will be mergers, acquisitions and consolidations leading to larger brands, especially regarding parent brands/owners. At the same time, the branding trend is to focus on increasingly tightly defined markets – super niches.

So channels such as Animal Planet, The Biography Channel, Smithsonian Channel, Comedy Central, Syfy, ExerciseTV, Wealth TV, etc. will only proliferate further based on market demands. And the programming will follow societal trends. So emerging interests, lifestyles, avocations and beliefs will likely result in their own programming and channels. There will not only be FoxNews, MSNBC, CNN, BBC and Al Jazeera, but also perhaps news channels catering to the Tea Party, Progressive Libertarians, etc. I think comedic/sarcastic news formats and programming (such as The Daily Show) might become increasingly popular as people tire of pessimism and fear mongering in their news intake.

In summary, I think there will be larger parent brands/owners that have grown organically and through M&A, perhaps divided along the lines of shared values (due to the owner’s point of view). At the same time, each of these parent brands will deliver an ever increasing number of channels and programming options that takes niche marketing to a whole new level of specificity.

BSI readers may have more to add on what the future holds…

Have a question related to branding? Just Ask…

Sponsored ByThe Brand Positioning Workshop

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Brand Research

Focus Groups: Truly Useful In Brand Innovation?


Brand Strategy Brand Innovation Focus Groups

Focus groups have been the go-to method many marketers employ to gain insight on how certain people think, feel and behave. In our social media connected world, are focus groups an effective forum for driving creativity and innovation in brand development and marketing?

Henry Ford said “if I gave people what they said they wanted, I would have made a faster horse”.  Mr. Ford instinctively knew then what still holds true about people today­­–people simply don’t know what they want, or what form an innovative idea should come in to solve a problem they don’t yet know they have. Nobody needed a car. Yet once realized, the automobile was arguably the most significant game changing product innovation of the last century.

A more contemporary version of this example is alive and well at Apple. Apple never conducts focus group research to guide their product innovations or drive their marketing. Innovation isn’t about giving people what they say they want. Asking people want they want or need is not a very useful tactic in driving new ideas for innovation. Yet, many marketers continue to rely on this artificial “laboratory” research to gain insights into what specific segments of people might be thinking about, what products they may use, and why they favor one thing over another.  Rarely will focus group research shed any useful light on the deeper needs people have that are, as yet, unrealized in their minds. If we assume this to be true, why do focus group research at all?

“I notice increasing reluctance on the part of marketing executives to use judgment; they rely too much on research, like a drunkard uses a lamp post for support rather than illumination”.
– David Ogilvy

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