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 […]
Mar
14
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? […]
Sep
27
An article recently appeared in AdWeek, entitled “You Can’t Avoid Ad Avoidance…”. Provocatively and correctly, Greg Stuart asks, “What is the future of a business where the consumer hates your product — in this case, advertising?” You get the point, I’m sure. Obviously, marketers need to find better ways of having their brands’ communications welcomed […]
Jun
17
Cross-Media understanding is a top priority for ARF members (based on a recent survey of over 200 ARF members). No surprise there. However, when we conducted 20 in-depth interviews among members, the reasons started to fragment (yeah, just like media!) Here are some of the things we heard (and have gleaned from the trade press). […]