Category: Emotion
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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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| Video Blog | Emotional Evaluation of Ads: Case Study
Advertising isn’t just about selling a product—it’s about shaping perceptions and emotions. In our recent analysis of fast food advertising, we delved into the subtle shifts in brand perceptions brought about by ad campaigns. Take McDonald’s, for instance—the epitome of convenience and affordability. Through strategic campaigns, it’s now positioning itself as a brand that friends…
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Dissecting Ad Effectiveness Using Our Scene-To-Scene Exercise
Have you ever struggled to understand why your ad is performing the way it is? Or better yet, which part of the ad is driving its result – and how you can duplicate (or avoid) it in future development efforts? If so, then we have the perfect solution, and it utilizes our validated CCPersuasion metric…
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It Made Me Laugh, It Made Me Cry – But Did It Make Me Buy?
Due to his Vulcan upbringing, Star Trek’s Mr. Spock was known for his ability to detach himself from emotion and arrive at decisions from a purely logical standpoint. As for the rest of us – not so much. Humans are emotional creatures. We may diligently do our homework in gathering the facts – fuel economy,…
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Do Your Events Energize Your Brand?
While some events may serve as alternative distribution channels for product, the point to most events as part of a marketing program is typically to inject energy into a brand’s current marketing program. Very simply, the event must intensify: Relevance is THE word that seems to appear in all marketing discussions. The reason is simple. …
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Has The Great Recession impacted the customer experience?
How many good, loyal employees became “costs” and casualties of “The Great Recession?” The answer to this question is difficult to know from the simple unemployment numbers. Many businesses have made tough decisions to cut staff and reduce costs while at the same time seeking new means to drive organic growth. The real business question…