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Brand Research - Page 2 of 12 - 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.
How To Reveal Customer Motivations

Claudia Kotchka played a key role in figuring out what parents (mostly mothers) want from their children’s diapers. She was in charge of P&G’s design, tasked with bringing new innovation tools and techniques into the company. But it was incredibly difficult to get marketing on board because the experiences reported by her consumers didn’t match up with what marketing thought were the important parts of selling diapers. It was only when IDEO came on and...

Why Leading Brands Embrace Market Segmentation

AB InBev is the owner of over 500 drinks brands including national beers (Budweiser, Stella Artois, Corona Extra) canned cocktails, craft beers, energy drinks, etc.. In an interview for The Wall Street Journal’s C-Suite Strategies section, the CMO of AB InBev discussed the changes in the Group’s brand marketing. One significant change is the focus on occasion-based segmentation.

Brand Tracking For Brand Insistence

“You can’t manage what you don’t measure.” ~ Peter Drucker This is especially true of a brand and its equity. Having a data-driven view of how your brand is perceived and what customers need will put you in possession of the truth, the insight you need to construct a powerful brand strategy for competitive advantage.

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