Brand Insights

Michael Porter mapped out a simple, but powerful model for deeper understanding of the marketplace in 1979.

In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.

Recently I walked away from an inspiring consumer insights summit in Madison, Wisconsin with three important takeaways for brand insights professionals.

At his presentation at The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, Chris Wren included this deceptively simple observation: “Follow the insights,” he suggested, “Wherever they may lead”.

When we conducted our insurance industry brand equity study, we uncovered the following: