What’s Your Swoosh? Building Strong Brand Assets to Increase Marketing ROI

Brand Assets: What Are They? These are all examples of distinctive Brand Assets (full credit to the Ehrenberg Bass Institute, Byron Sharp and Jenni Romaniuk for introducing us to this thinking). Put simply, Brand Assets are design elements, outside of the brand name itself, that provide a mental shortcut for people to identify your brand. Brand Assets are most commonly visual, but they can be … [Read more...]

Driving Brand Growth: What’s love got to do with it?

Why actions don’t always speak louder than words I really hate to be ‘that guy’ (or gal): the one that starts an article with a boring reference to a dictionary term in order to prove a point - but I’m going to do it anyway. You see, I’m getting really tired of the term ‘loyalty’ being bandied around as a shopper growth metric, with little regard for its actual meaning. The Oxford dictionary … [Read more...]

Location, Location, Location.

How Geo-Triggered Mobile Surveys Bring You Closer To The Moment Of Truth Asher Hunter Managing Director Metrix Melbourne. Have you thought about how much time you spend on your mobile phone? Because, according to the App ‘Moment’ (which tracks phone usage), I spend about one and half hours a day on my phone and pick it up over 60 times a day. At first, this freaked me out a little! … [Read more...]

Move Out of Marketing Land

Avoid conducting research in "marketing land" One of the most insistent gripes about market research is that it lacks authenticity. The environment is so fake, the white walls and bad lighting are stark and unwelcoming, and so forth. Basically, the criticism boils down to the idea that consumers cannot possibly give authentic answers in such artificial circumstances--however, this line of … [Read more...]

Going Below the Surface

Going Below the Surface Delivering Successful Insight Driven Innovation Steve Jobs and Henry Ford are both well known for their skepticism about the use of market research. At a 1982 planning retreat, someone on the Mac team, "thought they should do some market research to see what customers wanted. ’No,' [Jobs] replied, 'because customers don't know what they want until we've shown … [Read more...]