Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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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

1

The commitment to Storytelling at Levi, Strauss

In: Uncategorized, research transformation
2 Comments

Here is an interview with Michael Perman, Senior Director of Consumer Insights, Levi Strauss & Co. who has trained over 7,000 on storytelling and who is conducting, with Pat Hanlon, the ARF Workshop, “Stories Inspire” on June 22nd in NY. The interview with Pat Hanlon can be found here.
Joel: Michael, you are a [...]

Apr

27

Research needs a seat at the social media table

In: innovation, listening, research transformation, social media
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The Research profession has perennially sought a “seat at the table”.  Last Tuesday, I had a seat at a (different kind of) table.  I was part of a keynote morning panel on innovation at Ad:Tech in San Francisco.  I was the only researcher there, sitting next to some pretty impressive people…the CEO and founder of [...]

Apr

7

What type of innovator are you?

In: innovation
2 Comments

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 [...]

Apr

2

An Industry Event That Will Affect the Future of Research

In: research transformation
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We at the ARF want to thank the thousands who were part of the ARF Re:Think2009 annual conference. The fact that this year’s attendance was in the thousands and approached last year’s record high meant attendees would be particularly demanding about value received in this very tough year.
And yet, feedback we received from attendees, [...]

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