Insights and ideas can come from many different places. Of course, brands need to get close to their consumers and understand them. But sometimes it helps to gain a different perspective on your brand from experts. Getting an expert opinion can infuse your branding or innovation initiatives with interesting insights or ideas that you might not otherwise be able to uncover from talking to only to consumers......
Read MoreBrands that put their consumers at the center of their company develop lasting relationships with them. They have higher brand loyalty and higher levels of engagement. Consumers who feel listened to also advocate for your brand. It makes a lot of sense to put consumers at the center of your business.....
Read MoreGetting into the heart and mind of your consumer is one of the keys to successfully marketing your brand. One of the best ways to understand your consumer is to conduct an ethnography. What’s an ethnography? Simply put, an ethnography helps you learn about your consumers in their natural environment – whether it be in their home, their car, their workplace, or their social hangouts.....
Read MoreOver the last two years, there have been several brands that have not only celebrated the family as a central part of their marketing message, but they have also challenged media’s notion of family. I’ve been really impressed with these brands because they are changing the conversation on what it means to be a family. They are finally recognizing that family is as diverse as the people living in America.....
Read MoreMany years ago, when I was a brand manager on a food brand, I commissioned a study on snacking that required us to do some initial exploratory research. I wanted to pick two markets that were different - one that was mainstream and one that was a little more leading edge. When I started brainstorming potential leading-edge markets with my insights manager, I suggested, “What about Portland?”....
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