In Brand Research Context Is King
July 5, 201710 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.
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Brand Research - Page 4 of 11 - 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.
3 Ways Brands Can Find Consumer Sweet Spots
December 15, 20155 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, 20154 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, 20153 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.
The Everlasting Value Of Demographics
July 24, 20154 min
It seems everywhere you look these days there is a marketer proclaiming the death of demographics. From experts at Mindshare to JD Power and from publications as diverse as CMO.com and Brand Quarterly, it would appear that the era of demographic targeting has come to a close.