Our Blog
Brand Strategy & Narrative Identity: 5 Qualities that Great Brands and Great Characters Share
By Jim White & Jim Chastain We use brands to tell ourselves stories about who we are. The brands that are most meaningful to us are those that play a role in our internal life stories, or what psychologists call our Narrative Identity. We’ve spent years listening to people tell stories about how brands fit […]
Consumer-Centric Marketing is Dead
By Jim White I hear a lot of marketers these days say their companies are “consumer-centric.” I used to think this was a good thing. But I’ve changed my mind. Being consumer-centric is good. But it’s not good enough. To be a truly transformative brand — one that enjoys true loyalty, passionate advocacy and a premium […]
Market Research: Why Brands Should Stop Talking to Consumers and Start Listening to Humans
By Jim Chastain Let’s stop talking to consumers. I have and I don’t really plan to talk with them anymore. They haven’t done anything to make me upset. They haven’t purposely misled me. I just find them to be limiting and not representative of how they really make buying decisions. Sure they offer opinions. Yes […]
Qualitative Marketing Research: The Advantages of Being Human in a Consumer World
Jim Chastain and Jim White, Founding Partners at RealityCheck Consulting, on the advantages of understanding the human behind your consumer and how marketers can benefit.
RealityCheck: A Human Approach to Consumer Research & Insights
Jim White on RealityCheck’s unique approach to qualitative consumer research and insights.
