Research - Page 4 of 55 - Branding Strategy Insider

12 Principles For Brand Personalization

August 21, 20246 min

In the 1970s, the advertising agency BBDO had a set of principles for building, nurturing, and managing brands. One principle was “Know your prime prospect.” A second principle was “Know your prime prospect’s problems.” The concept was this: find out everything you can about who is the core customer for your brand. Know that customer inside out. Know your customer’s opinions, attitudes, interests, personal values. Know your core customer as if this person were your...

by Joan Kiddon

Brand Management

Building An Age-Defying Brand

August 12, 20248 min

Age is important for marketers. There are many social, cultural and personal differences between age-defined cohorts. Having said this, a strategy based on age is not always the best strategy for enduring profitable growth. Of course, there are products designed specifically for certain age-demographics such as diapers – baby and adult – or wrinkle creams. But, it is always wise to remember that one condition is inevitable: people become older and older. Brands must always...

by Dan White

Brand Research

Growing Brands Via Different Usage Contexts

July 31, 20245 min

Market research can play a vital role in developing or evolving the definition of a brand. Brand owners used to conduct studies to identify the needs and priorities of different groups of category buyers. Then, they’d pick segment(s) to target and then focus their efforts on these types of people, particularly when advertising the brand.

by Koen Pauwels

Brand Research

The Critical Link Between Brand Metrics And Vision

July 25, 20245 min

When managers ask me about guiding their metrics journey, I first ensure they start with the vision for their organization. What is the company aiming to achieve and what should we measure to track that progress? Once you have understood and translated this strategic vision to your team, you can and should explicitly link it to your measurement system. Too often, managers start from the metrics they have instead of the metrics they need. Three...

by David Stewart

Brand Strategy

5 Brand Strategies For Responding To Change

June 12, 20245 min

Consumer tastes change; technology progressives, sometimes in highly disruptive ways; and competition evolves. In short, the world changes. One implication of such change is that products and services which may have once been successful become less so or even unnecessary and irrelevant. The challenge for businesses and their managers is how best to respond by modifying product offerings to effectively respond to such changes. Such responses can take five forms: reinvention, repositioning, rebranding, retrenching, or...

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