New Insights

Nobody Reads A Concept: Packaging Must Sell Your Idea!

Ever wonder why so many new products fail after so much effort getting the concept exactly right, and pairing it with a great product?  While some failures can be traced to missed consumer concerns or business plan flaws, many simply result from poor marketing execution, such as failing to effectively communicate the concept.  It does not matter how good a concept is if the consumer never gets it; nobody reads a concept before making a purchase decision!  ..

12 Ways To Boost Perceived Value Without Sacrificing Profit

Recession.  A jobless recovery.  Consumer fears stoked with every bank announcement. 
No matter how much you spend in marketing, the news networks will out-GRP your glitziest appeals to spend with recommendations to consumers to belt-tighten.  So how do you position your brand to “win” with cost-conscious consumers, without lowering your price?  
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Brands Through the Eyes of an "Outlaw" (and Other Archetypes)

Brands are finding the need to partner more than ever, from co-brands like Crest+Scope, to co-locations like Starbucks inside Target stores or Dunkin’ Donuts inside gas stations, to brand sponsorships like branded NASCAR vehicles, and even movie and media integrations like Coke and American Idol.  But just because brand demos or even equity attributes line up doesn’t make you the perfect mates; the brand personas can still mix like oil and water (i.e. Crisco and Aquafina).  That’s why AcuPOLL developed a new technique to better understand brand archetypes.  ..


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