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.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
7 Comments
Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.
Jul
1
Media Research: Are We Falling Farther Behind?
In: advertising, data quality, social media
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Are we in a crisis, as Alan Wurtzel from NBC said? Bob Barocci, President of the ARF on the state of media research presented at the ARF’s Audience Measurement 4.0 Conference.
Jun
29
What’s a Researcher Like Me Doing in a Place Like This?
In: advertising, branding, innovation, listening, Research is Cool, research transformation
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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.
Jun
22
How Advertising Works; The Second Right Answer
In: advertising
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The second right answer must come from knowledge. It must be compelling because you are challenging the incumbent, the first right answer.