We are regularly on the speaking circuit. After recent trips speaking at brand conferences throughout the world we collected these interesting insights:
•At one conference, Daryl Travis, CEO, Brandtrust, talked about sensory cues that either reinforce or detract from a brand’s positioning. For instance, Loyola University Medical Center discovered that sick looking plants in the hospital caused patients to wonder if the hospital could really keep people well.
•One marketer at a brand conference in Moscow asked this question:
“How important is brand loyalty and can one develop brand loyalty in a rapidly expanding market with rapidly expanding choices in which people are eager to try every new product?”
(In mature markets, the following customer segments often emerge: brand loyal, price conscious, convenience oriented and consumers who enjoy seeking out new brands and products within the category.)
•In brand equity research, it is very important that a respondent says “the brand is for me” or “the brand is for everyone” and not “the brand is for someone else.”
(In its research, one brand discovered that it was for “someone older.” Even 60, 70, 80 and 90 year olds answered in this way. Dead people don’t buy many products.)
Join us in Hollywood, California for Brand Leadership in the Age of Disruption, our 5th annual competitive-learning event designed around brand strategy.
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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
