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We see it all the time. Once-strong brands die because they don’t adapt to rapid changes. They just keep on keeping on until they wither away. Some well-known examples: Pan Am, Tower Records, Blockbuster, Circuit City, Woolworth’s, Borders Books. Let’s take just one example that could be in the first stages of a death spiral: The NFL. The […]
Great brands trigger experiences that consumers are longingly looking for. Great brands deliver on their promises – their “Brand Promises.” But do brands really make promises? Here is a list of 100 great brands. Over the years, we’ve worked for 10 of these brands, and for brands in most of the product categories represented. We’ve also worked for […]
In the Fall on a sunny Saturday morning, we headed out of the suburbs and into the city to Columbia University. We were remarkably fortunate to be among the first recipients of scholarships to the first Saturday Scholar program of its kind. We have the Ford Foundation and Columbia to thank for this remarkable experience. […]
Market research is not just a series of ad hoc projects. Good market research for a brand or product begins with a plan to conduct a sequence of research projects. The most effective way to do that is for qualitative and quantitative to work together so that the questions raised by quantitative research point toward […]
Confirmation bias is when we look for things to confirm our preconceived ideas. It is human nature and we are all susceptible to this cognitive bias. If you are aware of this mindset you can avoid “selective listening”. It is easy for us to hear and remember the things that consumers say that confirm our […]