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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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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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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These Aren’t The Insights You’re Looking For
Previously we published an obituary for the Traditional Concept, which struck a nerve and became our most-read post for months. Research concepts, we argued, are simply too reasonable – they are appeals to deliberative System 2 thinking in a world where decisions are actually made by our fast, emotionally-guided System 1.
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Obituary: The Traditional Concept, c.1960 – 2014
The traditional Concept, which passed away earlier this year after a brief illness, will be fondly remembered by the many researchers who spent time with it. It was a reassuring presence in the research industry, its three part structure – Insight-Benefit-Reason To Believe – resonating as a solid, common sense way of developing and testing new products.
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So, How Many Basic Emotions Are There Again?
We’ve had this article (or variants of it) brought to our attention a lot in the last couple of weeks. It’s about some new research by academic Rachael Jack which calls into question Paul Ekman’s idea that there are only “six basic emotions”. According to Jack’s work, there are actually four.
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Surprising Fluency
In yesterday’s blog post I talked about a new study of scientific papers, which shows that hit papers – the ones with highest impact – score highly on both “conventionality” and “novelty”. In other words, the very new thrives best when it’s planted in extremely familiar soil.
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Familiarity Breeds Content
What makes a hit? Understanding why things become popular is one of the foundational questions of marketing, but a surprisingly difficult one. It’s easy – too easy – to come up with reasons for success which are satisfying from a narrative and a commonsense perspective, but which are ultimately completely untestable.
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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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How To Eat A Sandwich (The Daniel Kahneman Way)*
This is a post about how to get a better experience from your lunchtime sandwich. Here is a sandwich. This particular sandwich is a chicken, bacon and avocado baguette, but don’t worry! This powerful psychological trick works with any kind of sandwich.
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