Most companies are seeking advertising that has predictable results. To do so, we start from a predictable place and deploy predictable tactics. We’ve all been there. At the briefing discussing the objectives of the desired results or predicting the campaign’s outcome before anything has been created. Or worse, we’re sitting behind a two-way mirror, putting…
On a recent trip, we visited the Verdon Gorge in southern France. We travelled up the famous canyon road, stopping to take pictures at designated spots. It didn’t take long before witnessing a couple of ridiculous tourist acts. First, at the top of the scenic canyon, we saw someone jump a fence barrier protecting people from falling off the cliff for a photo op. It was hard to watch as he stepped closer to the edge.
The pandemic is opening a window to a more earnest and insightful approach to marketing research. All we need to do is go beyond the mask. COVID-19 has advanced our internet-everything culture, along with the role of online research. Daily pandemic-polls, consumer behaviour research, brand perception studies, and COVID-19 data-driven insights fill our feeds.
Brand reputation impacts everything from pricing to attracting and retaining talent to competitive advantage and intent to purchase. It’s time to protect it.
Mother nature and advertising share a lot in common. The notion of adapting or dying has evolved species remarkably, yet brands are dying at alarming rates, with few evolving before it’s too late. The fact is, most brands do not stand out. 89% go unnoticed and of the 11% that are remembered, only 4% are remembered positively.