Marketing and Research Consulting for a Brave New World
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This is part two of a blog series on marketing in a recession. for part one, click here. In my last blog posting, I made the case that there will be “no normal” to return to, once the recession is over.  People’s heightened search for value and economizing have changed brand choices and shopping patterns.  […]

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 […]

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, […]

Monday at the ARF, a rather remarkable grouping of industry leaders brainstormed about a new set of principles for how to innovate. The main purpose of the meeting was the on-going research transformation initiative at the ARF and participants included research/consumer insights leaders from CBS, J&J, Levi Strauss, Unilever, the former head of research at […]

Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]