The Academy Awards are considered to be one of the biggest entertainment draws of the year, sometimes called the “Super Bowl for Women.” True, female ratings have been down. Overall ratings too. Last year’s viewership was down about 10% from the year prior. And they haven’t been doing all that well with those yearned-for younger viewers either.
When Mike Tyson said, “everybody’s got plans…until they get hit,” everyone knew intuitively what he meant. Simply having a strategy is no guarantee of success.
How well do we understand the people who are most important to our future?
You’re the Brand Manager and you don’t know the net incidence rate associated with your brand positioning focus groups? Don’t sweat it, you’re not alone.
Has quality food. That was an attribute I once found in a tracking study for a major fast food brand. It sounds like an important brand attribute, but what does it mean? The answer: It depends. High quality food could mean it looks appetizing. Or that it’s tasty. Or that it’s served hot. Or that the fast food chain uses a top shelf brand name like Kobe beef in its burgers.
