Category: Brand Plannning
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Olympics & Brand Management
Managing a brand is a lot like competing in the Olympics. No athlete stands on the podium alone. Behind every medal is a team of coaches, trainers, analysts, and sponsors who’ve spent years preparing so everything comes together in one critical moment. Brands work the same way. Marketing, insights, finance, product, sales, and leadership all…
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Cadence: Fewer Reads, More Signal
More tracking doesn’t mean better insight. Always-on measurement implies value proportional to frequency. In practice, it amplifies noise. The smarter approach is to time measurements to the consumer buying cycle and to known inflection moments like major campaigns, product changes, retail resets, and competitive launches. Sampling can then be sized to detect changes that matter,…
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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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Evidence-Based, Customer Journey Management to Build Brands
Evidence-Based, Customer Journey Management to Build Brands The Opportunity for Marketers As customers become exposed to a cascading list of product choices, store choices, and information sources, the opportunity exists to connect all the communications about any specific brand and product into a single consistent, coherent message relevant to the individual customer’s needs. The customer…
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Why won’t TV advertising just die already?
The answer… Synergy – the compelling reason why television advertising is as relevant as ever. For the last two decades it has been fashionable to prognosticate the death of television advertising whether delivered by broadcast, cable, satellite, or stream. The general storyline has been that emerging digital channels will displace television advertising through a combination…
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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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Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand
Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand With a purchasing power estimated to reach 1.5 trillion this year, the U.S. Hispanic segment has become a key target for many advertisers. With our studies proving that Hispanics tend to be more responsive to advertising than their non-Hispanic counterparts in terms of…
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The Secret to Successful Culturally Targeted and Inclusive Advertising
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we are highlighting the most effective…
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Celebrity Advertising – Pitfalls or Payoffs?
Celebrity Advertising: Pitfalls or Payoffs? In many ways we live in a celebrity driven culture. Whether it be television, movies, music, sports, fashion or politics; star power rules. We read celebrity news, watch them on talk shows or reality television and follow them on twitter. Certainly the stars have cashed in on this national –…
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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…