To be truly effective at brand marketing we need to understand which concrete features and functional benefits of our brand (as well as the brand as a whole) evoke feelings most strongly and which do so without simultaneously creating emotional anti-benefits (aversive feelings).
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Emotional and psychodynamic factors are long known to drive brand selection and loyalty. Even in today’s price-sensitive economy, the imagery attached to brands goes far beyond product attributes, functional benefits and price.
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Qualitative research is especially well suited to discovering something creative, such as a new name or positioning for a product. One focus group technique that helps uncover the best new ideas is, paradoxically, to ask respondents for bad ideas – the worst ones that come to mind.
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Focus group participants are often inspired to articulate themselves more fully and accurately than they could have alone.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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