Up to the minute articles about some of the most relevant issues facing the market research and marketing industries
Introduction In this 5-minute article, we take a look at Big Data and how it can be used to augment and improve consumer insights. If you’re dealing with market research data but hesitant to step beyond that single-mode consumer view, then we hope this piece will encourage you to think again. So what exactly is
Introduction Many B2B marketers feel that the brand has a relatively small role to play in the B2B space. This article sets out to challenge that view and explain why B2B branding is every bit as important as its B2C counterpart. In doing so, it; Defines the overall purpose of a brand Assesses the relative importance
Introduction In this 10-minute article we explain how to build a strong brand – or make a strong brand stronger. We consider what a strong brand looks and feels like from the point of view of the target audience, and the individual initiatives B2C or B2B brand owners (particularly owners of new brands) can take to
Introduction Why conduct market research? Because in today’s congested market it’s never been more important to find and maintain your brand’s competitive edge. In this 5 minute article you will learn about the different types of market research that are available to you and how they should be deployed for brand success. Its a must-read
This Article In this 7-minute article we explore the concept of archetypes in general and brand archetypes in particular. Subjects covered include; The history of archetypes The 12 brand archetypes – theory and practice How to use brand archetypes How to identify the most suitable archetype for your own brand How to ensure that your
The Value Proposition Canvas As we noted in an earlier article covering new product development, some 95% of new products across all categories are destined to fail. More often than not, this is because they fail to meet the customer’s needs. The Value Proposition Canvas was originally created by Dr Alexander Osterwalder, in order to maximise the
Introduction This 5-minute article provides a clear definition of brand purpose, as well as explaining its importance in contemporary brand development. The article reveals how any organisation can develop its own brand purpose statement, and the issues that will determine its success – or failure. Context Quite simply, brand differentiation is everything. An undifferentiated brand doesn’t stand
1. Introduction When it comes to briefing a market research agency, the quality of the information you provide is crucial. Quite simply, the better the information, the better the proposal – and the quicker you will receive it. This article has been compiled for anyone who is unsure what information is required in order to
Consumers aren’t engaging with marketing and product literature “Education is when you read the fine print. Experience is what you get if you don’t.” This quote from American folk singer and social activist Pete Seeger is accepted wisdom when it comes to the importance of reading the marketing and product information thoroughly before signing on
Introduction This article explores the importance of the brand to B2B businesses, based on Brandspeak’s experience of working with 100’s of B2B clients over nearly 20 years. It starts by explaining why so many B2B organisations place little value on, nor investment in branding. It then goes on to explain why the brand is actually