The word “consumer” is marketing-ese for slicing off that part of daily living that relates to what you can sell someone and throwing away the rest. When you study consumers you get incremental ideas; when you study humans you get breakthroughs.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.
Jun
29
What’s a Researcher Like Me Doing in a Place Like This?
In: Research is Cool, advertising, branding, innovation, listening, research transformation
Comments Off
Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.
Apr
7
Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings:
• Market entrenchment
• Market reinvention
Market entrenchment looks like this. Someone creates an innovation that establishes a new market. The second wave of “innovation” is comprised of a few differentiated nationally branded products, but really serves to reinforce the [...]