Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.
In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.
Baseball has amazing assets to on which to rebuild its brand. In the movie City Slickers, around the campfire one the friends said, “When my father and I had nothing else to talk about, there was always baseball” True dat.
Trust is the easier part of the branding equation. The harder part of branding-building is creating desire for YOUR brand. Brands are delisted by retailers not because of lack of trust but when they are viewed as redundant.
In: branding, Research is Cool, research transformation
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Marketing research’s impact is blunted because it often gets brought into the process too late. Research must become viewed as “strong”; as embracing action and feeling accountable for business results, being future focused, a thought leader while staying true to the rigor of proven research processes.
In: advertising, branding, innovation, listening, Research is Cool, research transformation
Comments Off on What’s a Researcher Like Me Doing in a Place Like This?
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.
