What is a Brand? It’s not that pyramid, circle or tower chart that has all the boxes filled in. No, it’s not a marketing document. The brand is what customers think it is. Yep, perception is reality. Don’t get me wrong. It’s certainly a good idea to know what you want the brand to be. […]
Not all products connect with people as brands. They don’t stand for anything. That is, they don’t provide any cues to the buyer about who they are. Yes, we humans relate to human characteristics even in brands.The first step to making a product a brand is to examine each of your competitors in terms of […]
I have talked to thousands of people in qualitative research over the years and this truth has always stuck out to me…when people say they “try” to do something it essentially means they don’t do it but would certainly like to think about themselves as someone who would do it.”I try to work out 3 […]
You’ve done qualitative research to get insights into your consumers. Maybe you went into their homes or you did focus groups to talk about what’s wrong with the category and what they wish for. You’ve got shopper insights that reveal how they act when they’re in the store. Your R&D department has even created products […]
A powerful brand stands for something people care about. It behaves like a person, with ideals, values and personality people want as their own. Building a brand is about conveying a belief system people will be drawn to in spite of the price.In order to define what can make your brand worth it on a […]
Brands need distinctiveness and relevance to be powerful. Follow these five steps to get there. Stop thinking of the people who buy your product as “consumers.” They’re people, human beings just like you and me. They’re not sitting out there consuming all day: they’re living lives like you are. They’re complex. They have stories, motivations […]
It’s one thing to understand your consumer segments on a cognitive level. It’s something entirely different to understand them on an empathic level. Our Segmentation Attunement Experience is designed to create a deeper level of engagement between marketers and consumer segments.
I have listened to people talk about their lives, brands, ads and marketing ideas for 30+ years – in the advertising world and as the founder of RealityCheck. I’ve always been fascinated by human nature and how it always, always drives marketing – whether we realize it or not.
