Archive: brand strategy

Partner Content

Brands can build trust by addressing AI concerns, fostering transparency, and engaging in dialogue to strengthen loyalty and customer relationships.

Stand out in the crowded insights market by staying authentic. Align with your values and deliver ways to connect with customers and drive differentia...

Market research helps B2B companies identify video marketing trends like personalization, short-form content, and educational videos to create effecti...

Gain valuable insights into consumer preferences and behaviors with brand tracking. Stay ahead of the competition by monitoring key brand metrics cons...

Uncover the latest trends in Strategic Leadership, Ethical AI, and Data Empowerment from the Qualtrics X4 Summit. Get valuable insights from top execu...

Learn the key role of strategy in marketing, ensuring success by diagnosing needs, defining objectives, targeting audiences, and making intentional ch...

Stay ahead of the evolving landscape with our brand trackers. Gain valuable insights into consumer behavior and market trends by using the right techn...

Explore the complex world of consumer behavior. Learn how time, social, physical, and emotional currencies influence purchasing decisions on our websi...

Gain insights into the significance of brand awareness and its measurement in marketing. Shape your brand's attributes strategically to drive category...

Overcome the industry-wide struggle of measuring ROI in experiential brand activations through three crucial pillars of testing and discrete norms.

Discover the evolving societal expectations of organizations and how they conduct themselves. How can breaching trust lead to loss of goodwill and bra...

Reevaluate marketing strategies and research approaches by challenging the Ehrenberg Bass Institute's claim on brand differentiation.

Learn how to handle negative publicity and identify the best course of action for your business with our article on the 'passing concern' category.

Delve into the significance of trust in branding and distinguish between various states - steady, concerning, and crisis. Gain insights on the applica...

Amidst media frenzy, uncertainty surrounds the appropriate response, the duration, and the impact on a brand. Should it endure or adopt an assertive a...

In a world that is obsessed with Artificial Intelligence, Machine Learning, Natural Language processing, where do good old branding fundamentals sit? ...

Those in marketing analytics, research, and academia tend to view experiments as a gold standard.  Careful…test vs. control reads are hard work too. I...

In our current world of exponential brand choices, it is increasingly important to have a “sticky” customer base who keeps coming back for more. Not o...

Last month, we talked about creating a red and blue ocean strategy for innovation and how it can help you create better products for your organization...

Identifying the core human motivation driving your category is critical for elite brand marketing because it allows insights professionals to help the...

Narrative psychology is a field of study that focuses on how customers make sense of their experiences and the world around them through stories and n...

The measures from a survey I trust the most relate to market share. However, sometimes you need to know what percent of consumers engaged in a particu...

Editor’s Note: International Women’s Day is set apart to celebrate the achievements of women. Forbes suggests, “The day marks a call to action for acc...

Why do top of the funnel insights measures such as brand health not perfectly translate into actual brand choice at the bottom of the funnel?  If it d...

Many use the terms brand equity and brand health interchangeably; they shouldn’t. Brand equity refers to the size of a brand.  A brand with high brand...

“They never, ever read the email” Sounds familiar? This was the number one challenge set to us by the head of insights at Coca-Cola Western Europe: to...

Key learnings from previous uncertain times to help your brand.

Differentiating between strategy and tactics for successful marketing.

Why brands should avoid ‘shrinkflation’ in the face of rising costs.

Should brands communicate trust, purpose, or choice?

PepsiCo’s brand research on its Frito product.

Building consumer trust & dealing with breach of trust in your brand.

The Say-Do Gap, Social Desirability Bias, and impacts on brand & MR.

Weighing in on descriptive vs. non-descriptive logos.

We explore whether consumers can love brands, and, if so, how and why.

Rising acquisition costs have led to brands’ customer-centric approach.

Adapting to inflation while keeping consumers happy.

How can market research & businesses adapt to inflation?

Which attribute ratings are most responsive to ad spending?

Mintel’s work with their client, Clif Bar & Company, to expand its brand globally.

The types of communications that Gen Z tolerates.

Bringing attitudinal and behavioral perspectives together for predictive power.

Applying the value chain approach to marketing communications.