Iconic brands are often in decline for an easily overlooked reason…they have lost their contextual meaning because people have changed but the brand has not changed with them. People have evolved their story but the brand continues to tell its story in the same way with the same message and/or the same voice it […]
Jim White presents “Brands & American Mythology: Narrative Identity, Brand Identity & the American Self” at the IIeX Global Insights Conference.
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 […]
Brands & American Mythology: Narrative Identity, Brand Identity, and the Construction of the American Self
Over the last several months I’ve presented at a few major consumer research and insights conferences on the topic of Narrative Identity and how brands can play a role in our life stories. Here is a 15-minute video from the iiEX conference in Atlanta titled “Brands & American Mythology: Narrative Identity, Brand Identity, and the […]
As someone who has been working on brands for 20 years, I think Donald Trump will win the presidency in November. Why? He’s built a better brand than Hillary Clinton. Love him or hate him, brand marketers can learn a lot from Trump’s campaign. Here are 4 important lessons. The Trump brand has created 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 […]
I think consumer segmentation is a great tool. I admire marketers who have the discipline and focus to build brands around segments. But segmentation has a dark side. It causes us to dehumanize people. And when we dehumanize our consumers, our brands suffer. Brands that connect with their consumers on a deeply human level, on […]
We’ve have been doing this qualitative research thing for almost 20 years now, and while it’s never a piece of cake, we never tire of talking to people to find out what makes them tick as both humans and consumers. How can you not love a job where you learn something new everyday! Most of […]
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.
As I’ve said before, talking to the “human” in marketing research is simply good for business. It’s within the human that we find the key drivers for motivation and brand connections…