i ARF | Joel Rubinson on Marketing Research
Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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Mar

8

The importance of brands to a free society

In: advertising, branding
6 Comments

Feel the stories of people who grew up in cultures without choice where daily existence was defined by deprivation rather than hope. Freedom is spelled C-H-O-I-C-E, and that is the importance of marketing and brands.

Feb

27

Ten big marketing trends, part III; the changing consumer

In: listening, marketing
1 Comment

Management intuition based on past behaviors and preferences are becoming increasingly inaccurate predictors of the future, which makes a future-focused marketing research/consumer insights function more important than ever. Use a full range of listening tools to guide the marketing organization based on anticipatory insights.

Feb

12

Brand Building in a Two Way World

In: branding
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Brand building in a two way world will separate marketers into two groups; those who feel a sense of gain from conversation with consumers and those who feel a sense of loss because they are no longer in control. The first group is the future of marketing.

Feb

3

Ten big marketing trends; part one–media planning

In: advertising, media
2 Comments

Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment

Jan

22

ARF President asks why is listening so scary?

In: listening
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True listening is scary, that’s what’s up. It’s a big change from our traditional way of thinking. So, the single biggest opportunity in the history of consumer marketing lays dormant.

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