In an era characterised by evolving communications, brand research is vital. Qualitative research and focus groups in particular can be extremely useful strategic tools for businesses of all sizes. You can read why in this previous post. It goes without saying that in commissioning a research agency to plan, manage and conduct a focus group [...]
Posted in Brand Communications, Brand Thinking, Digital, Marketing, Social Media on 11. Jun, 2010
Reading back over my last couple of posts with a mixture of pride and recoil, I realised that my perspective so far on the relationship between brands and digital media has been a little bit rosy. Inspired in part by a brilliant post from @Tom_Messett, I concluded that if I’m going to be blogging about the [...]
Posted in Brand Thinking, Digital, Marketing, Social Media on 08. Jun, 2010
Many aim for true integration when it comes to advertising campaigns. Some might argue that this is becoming harder with the increasing number of effective and measureable online channels available; others maintain that the best online campaigns will include an element of offline activity. Here’s my two cents…
Consider senses: Online only calls upon two senses [...]
Posted in Digital, Research, Social Media on 04. Jun, 2010
I’ve read many times that the foundation of brand is trust, and that consumers trust and loyalty increases when their experiences consistently meet or beat their expectations. Simple, really. Yet I consistently see brands concentrating so very hard on the first half; improving their customer experience (packaging, point of sale, etc, etc), and in doing [...]
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