The idea of setting up three keywords (or touchstones, or filters) to guide the year is something I saw exactly one year ago on the stellar blog of Tom Webster. It’s far past time I did something with the idea for myself. But first, a quick note on “why?” Last year was a good year professionally. I accomplished many of … Continue reading
Room For Squares: Brand Marks That Work In Social Media
Yesterday I wrote about the heightened importance of a powerful, consistently applied brand mark in our social media world. Your mark should be a quickly identifiable image that let’s your fans/friends/followers who are scanning their social media feeds know there is valuable brand information right beside it. And there’s a simple design parameter that goes along with this: think “square.” … Continue reading
Posted in brand, design, engagement, identity, social media
Tagged brand, design, identity, perception, social media
3 Comments
Social Media Makes Logos More Important
I think Scott McCallion did a great job of exposing the fact that where GAP really went wrong in their logo redesign was spending money on a brand mark rather than crafting a better way to become relevant in people’s lives. I highly recommend reading the post. But I think he went wrong with this point: “Simply put, no one … Continue reading
Posted in brand, engagement, facebook, identity, marketing, perception, social media, twitter
Tagged brand, consumer experience, engagement, facebook, identity, marketing, perception, social media, twitter
14 Comments
The pitfalls of thinking tactically.
“We’re looking for a 2:30 to 3:00 video.” That’s a common statement I hear on calls with clients about new projects. What I want to know is: Why? What got that length of time in their head? I’m sure if someone at a cocktail party came up to them and asked about a new product, the answer would be either … Continue reading
Posted in advertising, brand, creativity, delivery
Tagged advertising, creativity, delivery, demographics, insight
3 Comments
Mobile Market Research: How Soon Is Now?
Though it’s hardly a revelation, it seems inevitable that market research will become much more prominent on mobile platforms. Just as the opportunities for targeted marketing seem endless, so too is the potential of mobile platforms for providing relevant, in situ consumer intelligence. As the adoption of smart phones increases and mobile technology advances yield more user-friendly interactive experiences, the … Continue reading
Posted in engagement, insight, mobile, research
Tagged consumer experience, mobile, research
1 Comment
Was the Old Spice campaign marketing? Or market research?
Yesterday, my Brand Aperture cohort wrote a great post, examining the extent to which consumers discuss brands on Twitter, by the numbers. The points and questions he raised got me thinking about many things. But for this post I’ll concentrating on the following question: If the data is plentiful and brands could *potentially* find insights on Twitter… what does the … Continue reading
Posted in advertising, creativity, earned media, engagement, insight, marketing, measurement, social media
Tagged advertising, creativity, demographics, engagement, marketing, Old Spice, research, social media
3 Comments
Twitter is the answer to…
I’m not sure how I’d choose to complete the statement above. The platform has steadily grown and is certainly an effective medium for sharing professional information, networking, and entertainment. And there’s no denying the application of Twitter for engaging consumers and a variety of other marketing applications. That said, I’ve always been a bit of a wet blanket when it … Continue reading
Posted in brand, influence, listening, measurement, social media, twitter
Tagged brand, influence, listening, metrics, research, social media, twitter
1 Comment
People don’t really hate marketing.
I have a hypothesis that I tend to look at clocks when there is a pattern present. It always reads things like 11:11, 12:34, or 5:55. Happens all the time. I’ve told my wife this several times. And every time I do… she tells me I am crazy. Instead, she thinks I look at the clock all the time but … Continue reading
Posted in advertising, brand, influence, marketing, perception
Tagged advertising, consumer experience, measurment, perception
5 Comments
Social Media Market Research: Status, Challenges, and the Way Forward (Part 3)
(Parts 1 and 2 of this post can be found here: Part 1, Part 2) Part 3 – The Way Forward Social Media Research is already a viable and a valuable source of consumer insights, particularly for brands that are in high involvement categories and have sufficient penetration among those actively engaged in Social Media. The purpose of this post … Continue reading
Social Media Market Research: Status, Challenges, and the Way Forward (Part 2)
(Part 1 of this post can be found here ) Challenges The nature of social media offers a unique opportunity for market researchers, but also presents some significant challenges. In many ways, it is not unlike the advent of online research. Initially there were many concerns about online penetration rates, obtaining representative samples, validating sample, and many other methodological challenges. … Continue reading
Posted in measurement, research, social media
Tagged context, measurment, methodology, research, social media, surveys
1 Comment
