The Best Marketing Is Fluid
March 24, 20092 min
When Jerry Springer: The Opera opened at The National Theatre in London almost every critic raved that this most unlikely of operas would become a worldwide smash.
NEW THINKING
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Brand Research - Page 11 of 13 - 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.
Pre-Testing Versus Marketing Instinct
March 20, 20092 min
Marketing’s age of accountability began in the early-90s. Prior to this, marketing activities were widely seen as a cost and marketers were regarded as ‘fluffy’.
The Fall Of The Focus Group?
March 3, 20093 min
Focus groups, the beloved method of many British and American marketers, are under attack in the US. An article in New York Magazine drew up a long list of focus groups run in Manhattan.
Sensible Brand Research Has Only One Formula
November 12, 20082 min
I recently completed consulting work for two US companies. The first, which we will call Midwest Stores, is a big grocery store chain. A year ago it repositioned its retail brand based on the findings of a conjoint study.
Focus On Consumer’s Behavior, Not Their Words
November 5, 20083 min
For a man on the verge of victory, Barack Obama was looking increasingly tense on Monday. With the latest Gallup poll putting him 11% ahead of John McCain, you’d be forgiven for thinking that leading the US through the biggest brand-repositioning job in history was already starting to occupy the thoughts of the junior senator from Illinois.