Brand equity has become more than just consumer recognition; it’s now also about how both artificial intelligence (AI) and consumers perceive and interact with your brand. Because nowadays, billions of consumers ask AIs, like ChatGPT what the best brands are [1]. The underlying technology that shapes AI’s understanding is text embeddings—mathematical representations of words and … Continued
When it comes to creating marketing campaigns and promote your company in an effective way, it is clear that for some companies, it can turn into both financial and mental headaches. Coming up with creative marketing campaigns has always been a challenge for marketers and often takes a considerable amount of time and resources before … Continued
Find here an overview of the slogans and claims of various consulting brands over the years.
The family is defined as the basic unit of society (1), an intimate group of people who are relate to each other (2) and thrive in this world. Families in different cultures consume very differently. They come in different sizes, shapes and colors, with each having their own needs, culture, and desires. Modern Family, an … Continued
Brand equity is a key success indicator in marketing. Therefore, a critical activity for any marketer is to build brand equity. Because it ensures that your brand can be bought as easily as possible. For strong brand-equity, you need two things. (1) physical availability (e.g., where to buy a brand) and (2) mental availability (e.g., … Continued
Understanding what a topic is all about is very important for effective communication and marketing. This article illustrates differences of associations with “Family” between the UK and Singapore, a western and eastern culture. We partnered up with Athene, a boutique consulting company from Singapore and selected the UK and Singapore because of their diverse culture, … Continued
In this blog article, you’ll learn how Volkswagen was able to successfully improve its brand positioning while continuing to sell products. We will discuss a blueprint of using associations to both understand and then adjust your brand position through the right marketing content. https://youtu.be/IS6SS-BBkDkIn this approximately 9-minute video, Michal Szaniecki from Volkswagen gives more details … Continued
Being able to analyze brand performance is a powerful tool that helps you know where your business stands in the minds of consumers. Furthermore, it lets you know whether you are achieving the values you set out to have. So, how can you quickly measure brand performance and save yourself time and effort of market … Continued
1. Bread-crumbs The ‘Bread-crumbs’ concept is based on the idea that you leave a trail of ‘bread-crumbs’ in order to get your audience to a particular location or frame of mind. Example of ‘Bread-Crumbs’ in Neuromarketing For example, when describing the sound of a sports car, consider using visual phrases like ‘This sports car can … Continued
As a marketer, you should do claims testing for market research. But why? Read about factors which make your claims effective.
https://youtu.be/9HUkQVanVrUBiases are a natural enemy of critical thinking. However, people are naturally prone to be biased. During the repetitive social processes and situations, the brain builds up “shortcuts”, connections and associations between elements that were already encountered in the past. In his recent talk at the Esomar Fusion big data conference, Dr. Jonathan Mall introduces … Continued
In his lecture at the University of Bremen, Jonathan Mall explains the basic principles of neuromarketing. He draws parallels between interpersonal attraction, consumer goods marketing, and techniques that politicians use to appeal to people. He introduces how the primal and recency effects affect memory consolidation and our everyday life. Basically, the same principle can be … Continued
For years, shopper research has shown that consumers typically spend about 2 seconds looking at products before making purchase decisions. A product’s Front of Pack (FOP) is the face of a product. The FOP conveys the entire concept of the product to potential consumers, therefore making it an important variable to study in market research. … Continued
Effective market research is able to predict consumer behavior. However, relying only on the conscious statements of consumers may lead to false conclusions. Consumers often do not know why they prefer one brand or product. Implicit market research methods are not affected by this deficit because they do not ask for customers’ opinions but assess … Continued
Did you ever want to hear your consumers’ real voice by including more open questions in a market research study?Well, a powerful solution for you is using synapse maps. Let’s face it, we all know that market research studies often use “open-ended” items, allowing for a greater variety of responses in order to gain new … Continued
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