A strong brand is one that can stand the test of time. It exists to make a difference in people’s lives – the love of the customers who benefit from its products and services and the employees who work hard to deliver them. Many factors impact the ultimate success of a brand, but there are three things all strong…
How do you know if your advertising is really getting the job done? The answer: measuring ad effectiveness with marketing research. Gathering feedback from your target audience before, during, and after launch helps you make data-based decisions about your marketing strategy.
It’s a brand manager’s worst nightmare. You wake up in the morning to find your brand unexpectedly in the headlines or trending on social media – probably not good news. Unfortunately, there are plenty of examples we can point to, from the Wells Fargo fake…
As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective. Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers…
As discussed in our recent eBook, “Are You Delivering On Your Brand Promise?” a brand promise gives consumers a reason to consider becoming a customer by promising to deliver a meaningful benefit. It’s important for marketers to carefully craft their brand promise, cultivate its growth…
Nature vs. Nurture. When an entity is entrusted to your care, you can let nature take its course and see what happens, or you can intervene to try to optimize results. When it comes to brands, the “nurture” approach is, without question, the way to go.