Category Archives: Brand strategy

Why clever communications propositions usually aren’t

It’s much easier to originate a great creative communications idea from a strong proposition. Communications propositions should be as creative as the creative ideas they inspire. Too often, they are anything but. In an earlier blog, I talked about how … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Marketing | Tagged , , , | 2 Comments

What makes a great communications proposition?

However unfashionable it may be, I am inclined still to think of the ‘proposition’ as being the heart and soul of any communications brief: the single thought that, if absorbed by our ‘target consumer’, will engender the response we seek. … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Marketing | Tagged , , | 7 Comments

Why would a market researcher tell you not to commission market research?

We all know Lord Leverhulme’s pronouncement that ‘Half the money I spend on advertising is wasted, and the problem is I do not know which half’.  You might expect me to suggest that the good Lord would have known ‘which … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Business management, Communications, Consumer insight, Market research, Marketing, Qualitative research | Tagged , , , | 1 Comment

Let’s talk about growth

Agencies talk about using creativity to drive business, but are mostly passive servants of their clients’ cost-cutting agenda.  Does it have to be that way? I’m no economist, but I guess I’m not wrong in understanding that a business has … Continue reading

Posted in Brand development, Brand strategy, Business management, Consumer insight, Marketing, Uncategorized | Tagged , , , | Leave a comment

How crowd sourcing, neuroscience and behavioural economics are changing everything… or maybe not

TV is dead. The world is in Beta. It’s all about multi-screening. What’s our ‘social’ strategy? Crowd sourcing is the way forward. ‘Advertising’ is dead. The world of marketing and communications can’t get enough of Bright Shiny Baubles. Ours is … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Consumer insight, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 3 Comments

A false god

Customer segmentation algorithms rarely work for qual recruitment – but is there a deeper problem? My heart sank the other week when I was asked to use a customer segmentation algorithm to recruit respondents for this week’s groups.  I’ve been … Continue reading

Posted in Brand strategy, Market research, Qualitative research, Uncategorized | Tagged , , , , | Leave a comment

Whatever happened to thinking?

A few years back I met with a client to discuss the set up of a vital and highly demanding strategic research project for one of the world’s biggest brands.  I was under huge pressure to complete the project in … Continue reading

Posted in Brand strategy, Business management, Market research, Marketing | Tagged , , , , , | 1 Comment

All is not what it seems: how throwing away the stimulus material can help you get more out of your research

Do you wish research respondents would engage with your brand positioning concepts more meaningfully? Best not to show them any. How many times have you been frustrated at the way respondents react to your carefully crafted strategic concepts in research?  You’re sitting there … Continue reading

Posted in Brand positioning, Brand strategy, Market research, Qualitative research | Tagged , , , , , | 1 Comment

Marketers are people too

Why producing strong marketing ideas often requires the removal of your ‘marketing hat’. One of the core roles of qualitative research is to connect marketing teams and their agencies with the people* who are buying their products and processing their … Continue reading

Posted in Brand positioning, Brand strategy, Market research, Marketing, Qualitative research | Tagged , , , | 5 Comments