How Participation Builds Brands
July 6, 201731015 min
Imagine life without smart phones…i.e. 2006.
NEW THINKING
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Brand Research - Page 2 of 10 - Branding Strategy Insider
The most successful brand research studies the habits of people who use your competitors and points to ways to affect their environment to get them to think about your brand as a choice. Most brand research does not consider this. The focus is on studying people’s actions and reactions, not habits. Explore the latest brand research techniques on Branding Strategy Insider.
In Brand Research Context Is King
July 5, 201745410 min
With all the talk about self-driving cars and connected-home innovations, it would be easy to forget that Google began as just a search engine—and a simple search engine at that.
3 Ways Brands Can Find Consumer Sweet Spots
December 15, 20154485 min
In sports the sweet spot is that one special place on a baseball bat, golf club or tennis racket that drives the ball farther or faster with less effort than when it is hit any where else. In the marketing world there are campaign sweet spots too. And when your campaign idea strikes resonant emotional chords with your target consumer’s internal sweet spot then outsized profit and market share gains occur.
Bond Brand Wins With Customer Focus
November 3, 20152044 min
Spectre, the 24th Bond movie, is great. Its International box office takings are setting records and are already heading into the stratosphere. For marketers the interesting part is just how market-oriented Spectre’s director, Sam Mendes, proved to be in the creation of his latest Bond installment.
Consider This Research Before Product Bundling
September 7, 20153923 min
Which strategy works the best—a narrow, specialized positioning where a product focuses on one feature or an all-in-one solution where products offer a range of features? Turns out that bundling more features into a product does not automatically increase perceived value and often less is, in fact, more.