Category: Brand Plannning
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CMOs and Insights Professionals, you’re killing your brand growth. Here’s how it happened…
Many Years ago, before the internet, brands focused on building strong foundations. We did concept testing to find the “big ideas” and copy testing, to build awareness, preference, and emotional connections with audiences. We took our time. Advertising was slower, but it was effective. Brands grew, and everyone was happy. Then came the internet. Suddenly,…
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Not All Communications Research Suppliers are Created Equal
In the world of commerce the assumption of equality between competing offerings can be a grave mistake. Certainly there are commodities – oil, gold, pork-bellies, etc. And even manufactured products can conform to rigorous technical specifications which can ensure comparability within reasonable parameters. Services, however, are generally another matter altogether. Typically services grow preference through…
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3 Keys to Balancing Technology With Traditional Qualitative Research
The use of technology and social media in qualitative research over the past few years has undoubtedly been a welcome addition to the researcher’s toolbox. Indeed, we’re a huge proponent and regularly incorporate such methods into our projects. However, it’s crucial to not let the buzz over technology and social media overshadow the need for solid research…
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2014: A year for radical change in advertising formats?
1941 was a turning point in the history of marketing. On July 1 of that year, the world’s first paid television commercial aired. Costing the Bulova Watch Company $9 it was a pre-roll to a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. Simple in nature, just a graphic and a voice-over, the…