Brand Building

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11.05.2016

The 3Fs: Good For Your Brand, Good For Your Budget

Spend any length of time in market research and you become aware of the notorious Cost-Speed-Quality Triangle. Notorious because the idea is you can only have two out of the three. Good and cheap research takes time. Fast and good research ain’t cheap. Fast and cheap research means cutting corners on quality.
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26.10.2015

Fame, Feeling And Fluency – The Only Brand Metrics You Will Ever Need

There has been a growing awareness in the marketing community that traditional Brand Tracking doesn’t really help much to guide and predict brand growth, and there is desire to see it reinvented from the bottom-up. Why not start with Behavioural Sciences as a guide, because the great thing about science is that it simplifies and clarifies things? And if there’s one area of consumer research that needs cleaning up, it’s brand tracking.
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19.10.2015

Fame, Feeling And Fluency: A VW Case Study

Volkswagen, as you just may have heard, is in a spot of trouble at the moment. The kind of trouble that wipes a quarter or more off a company’s share price and removes CEOs. Whether the legal fallout from their emissions-test-fixing scandal, and the fines the company face, will cripple or even destroy VW is an open question. But there’s another question to answer too – what are consumers making of all this? How likely are they to forgive VW, or didn’t they care much in the first place?
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04.09.2015

Branding Reality Bites: The Strange Tale Of OK Soda

2015 brings us a little-heralded marketing anniversary – it’s been 20 years since Coca-Cola pulled OK Soda from the market. If you’ve not heard of OK, or you’ve forgotten it, that’s more than forgivable. The drink – meant to appeal to the ironic, cynical, Nirvana-loving teens of Generation X – was launched in 1993 but never made it to general release. OK Soda survives now as an occasional case study and minor cult – like the Ford Edsel, it haunts the graveyard of global brands that never were.
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05.08.2013

Taming The Panda

Brand Trackers are the Giant Pandas of research. They are slow-moving and not particularly clever. They exist on an extremely limited diet of hard to digest data. They are naturally solitary, rarely joining up with other data sets. And getting them to procuce offspring, in the form of useful insights, is an exceptionally arduous and frustrating process. In short, they seem like something of an evolutionary disaster and it’s remarkable they have survived given the pressures of the modern world.
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