Brand Building

The latest wave of our automotive tracking study shows the emissions scandal still clouding VW's German prospects. What does it mean for the future of German cars and alternative technologies?

How do you launch a new brand? We answer one of our most frequently asked client questions. A look at early stage brand growth through a Fame. Feeling and Fluency lens.

How McDonalds is using its golden arches to add a creative twist to Brand Fluency.

Budget airline Ryanair has a history of courting controversy and thumbing its nose at received branding wisdom. Founder Michael O’Leary’s business strategy has always been to go on the offensive, mock critics and brazen out problems, and he’s been highly successful. So Ryanair’s latest crisis – around the sudden cancellation of hundreds of flights this autumn and winter – hasn’t been accompanied by many predictions of doom.

In order to create profitable, brand-building campaigns, marketers should look to long-term campaigns that drive System 1 decision-making.

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.

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.

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?

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.

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.