BLOG ARCHIVE: ALL POSTS FOR November 2011

Brand Positioning Standards and Practices – Part 3: Brand Positioning Strategy Development

Brand Positioning Standards and Practices – Part 3: Brand Positioning Strategy Development

So far in the Brand Positioning Standards and Practices series, you’ve learn what brand positioning is and how and why you need to conduct brand positioning research to develop an effective brand positioning strategy. Now, it’s time to dive deeper into that brand positioning strategy, and that starts with defining what your brand positioning strategy is and how it should be used to build your brand. Read more

Online Shopping Survey: Americans Split on Where to Shop

Online Shopping Survey: Americans Split on Where to Shop

Online shopping has become more and more popular through the years. Many Americans took advantage of great Cyber Monday deals this past weekend, and even more will visit their favorite web-based stores at some point during this holiday season. But do people tend to still prefer shopping in a retail store, or is online shopping becoming more prominent?

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New: streamlined quote requests

New: streamlined quote requests

Did you ever define your target market on our website and get this message?

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Brand Positioning Standards and Practices – Part 2: Brand Positioning Research

Brand Positioning Standards and Practices – Part 2: Brand Positioning Research

In Part 1 of the Brand Positioning Standards and Practices series, you learned what brand positioning is. Now, it’s time to learn about the market research you need to do in order to develop a successful brand positioning strategy. Stay tuned for Part 3 of this series for details about brand positioning strategy. Now, it’s time to talk data, analysis, and numbers! Read more

Environmental Responsibility Survey: Americans Learning About Company Practices

Environmental Responsibility Survey: Americans Learning About Company Practices

“Going green” is a phrase that gets thrown around a lot, but do many companies actually take that phrase to heart? Day by day, Americans grow more concerned with environmental issues. But do consumers take this concern into account when choosing what brands and companies to support?

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Brand Positioning Standards and Practices – Part 1: What Is Brand Positioning?

Brand Positioning Standards and Practices – Part 1: What Is Brand Positioning?

The best brands own a word or phrase and a related space in consumers’ minds, which become each brand’s position in the marketplace. In simplest terms, a successful brand positioning effort enables a brand image and identity to instantly have meaning for consumers and differentiate it from competitor brands. Read more

Small Business Survey: Many Try to Support Local Economy

Small Business Survey: Many Try to Support Local Economy

On Saturday, people around the country headed to their favorite local shops in celebration of Small Business Saturday, a holiday aimed at supporting small, local businesses. Though shopping at small businesses may have advantages and disadvantages, many shoppers still take advantage of the personalized service and unique products that can be rare in larger retail settings.

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Black Friday Survey: Shoppers go for Sales, Fun

Black Friday Survey: Shoppers go for Sales, Fun

Black Friday is an early morning shopping tradition for some, but others cannot stay far enough away from the mall on the day after Thanksgiving. Do some people actually enjoy waiting in line for the best deals, or do they do it purely to save some money? And what is keeping the rest of America away?

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Voice Of The Customer: Find Out What They Want, What They Really, Really Want

Voice Of The Customer: Find Out What They Want, What They Really, Really Want

The lyrics may sound familiar, “Tell me what you want, what you really, really want…” Not the best song, perhaps, but aren’t there  times when you would love to know what people — particularly those elusive target customers — are really thinking about your products or product category? Don’t you want to know what they really, really want? That insight is called Voice of the Customer (VOC). Read more

Blogging Survey: Many Read, Write Blogs for Enjoyment

Blogging Survey: Many Read, Write Blogs for Enjoyment

Blogging is an activity that has been around for many years, though it has evolved. There are many different types of blogs and the number of individual blogs grows each day. How many people blog and what is their motivation? And who chooses to read these blogs?

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Introduction to Brand Strategy – Part 4: Moving from Brand Strategy to Brand Tactics

Introduction to Brand Strategy – Part 4: Moving from Brand Strategy to Brand Tactics

Your brand strategy is the guiding force behind your brand that points you in the direction of where your brand will go in the future. It also sets the stage for you to create a brand implementation plan that will bring the strategy to life through specific tactics. However, you can’t just jump from strategy to tactics. There are some steps you need to take and decisions you need to make before you move to the tactical stage of brand development, which you’ll learn here in Part 4 of the Introduction to Brand Strategy series. If you missed Part 1, Part 2, or Part 3, follow the preceding links to read them now and catch up. Read more

Women Drivers Survey: Many Women More Comfortable with Auto Repairs

Women Drivers Survey: Many Women More Comfortable with Auto Repairs

For many years, some women have felt uncomfortable handling their auto repairs, for fear they would be scammed or talked down to by auto professionals. Now, some women drivers are learning more about their cars and even doing some repairs and maintenance themselves. Are the fears about auto maintenance fading away?

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Introduction to Brand Strategy – Part 3: Bringing Your Brand Strategy to Life

Introduction to Brand Strategy – Part 3: Bringing Your Brand Strategy to Life

So far in the Introduction to Brand Strategy series, you learned what a brand strategy is and how to identify brand strategy stakeholders. Now, it’s time to learn how to develop your actual brand strategy and bring it to life. It starts with a vision and permeates through all aspects of your business until your brand ultimately becomes a valuable business asset. Read more

Thanksgiving Travel Survey: Transportation Costs Keeping Some Home

Thanksgiving Travel Survey: Transportation Costs Keeping Some Home

The week of Thanksgiving, many Americans throughout the country pack up their belongings and head out to see family and friends for the holiday. Though Thanksgiving travel can be fun, it can also be full of headaches and hassles in the form of long lines, traffic, and rising transportation costs. How many Americans will look past the cons and take to the road for Thanksgiving anyway?

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Introduction to Brand Strategy – Part 2: Identify the Brand Stakeholders

Introduction to Brand Strategy – Part 2: Identify the Brand Stakeholders

In Part 1 of the Introduction to Brand Strategy series, you learned what a brand strategy is and why it’s important to your business’ success. Now, it’s time to learn about the many stakeholders that your brand strategy affects so you can develop the best brand strategy possible. It’s time to do some market research and put on your thinking caps because developing a brand strategy takes time, analysis, and serious thought. Read more

Klout Survey: Social Networking Users Concerned About Privacy

Klout Survey: Social Networking Users Concerned About Privacy

Klout is a social media ranking site that measures users’ influence within their own social network. Recently, many have expressed concern over some of the site’s practices, including the fact that they sometimes create profiles for social media users who haven’t actually signed up for Klout, so that their connections who do use Klout can easily invite new users. How concerned are social networking users with privacy issues like this?

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Introduction to Brand Strategy – Part 1: What Is Brand Strategy?

Introduction to Brand Strategy – Part 1: What Is Brand Strategy?

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. But what does that really mean? That’s exactly what you’ll learn in Part 1 of my new Introduction to Brand Strategy series.

Goal Definition

As you develop a brand strategy, it helps to start at the beginning. In other words, begin by setting your business goals. Why are you creating a new brand? What do you hope to achieve by launching the new brand? Use those long-term objectives as a basis for all of your strategic branding efforts.

For example, are you trying to reach a new audience? Your brand strategy for achieving that goal is likely to be quite different from a business that wants to steal market share from a category leader, and that’s why goal definition is a fundamental starting point for any brand strategy. The first question you have to answer is, “Why?”

Avoid the Short-Term Trap

It’s easy to get caught up in the short-term activities and tactics that drive business today, but when it comes to building a brand, that’s a big mistake. Brands aren’t built overnight, so your brand strategy shouldn’t be focused on short-term tactics but rather on long-term goals and sustainable growth.

Admittedly, it’s hard to stay strategic when executives are weighed down by data and demand measurable growth and positive ROI right now. The best brand leaders, however, fight against short-term focus, because they know being short-sighted is a brand killer.

Thomson Dawson, Managing Partner of PULL Brand Innovation described this problem well in an article written for Branding Strategy Insider earlier this year. He wrote:

“Brand managers and agency account planners are tactics driven. That’s because 80% of the daily processes within marketing departments and ad agencies are based in project management. Creative Briefs tend to be control documents, rather than a forum for gathering inspirational ideas. Brand managers and their communication partners focus on the best way to manage process and the tight budgets they have been allocated. They usually aren’t thinking long-term when at the crossroads of strategic and creative decision-making. They’re focused on getting a job done (on-time and on-budget).  Add the changing priorities of executive management into the mix, and it’s easy to see how messy creative briefs become.”

Instead of focusing on short-term tactics, Dawson urges people to become brand architects which enables teams to design a lasting structure “to bridge brand strategy and brand messaging.” He’s absolutely right. Without a strong brand foundation built on a well-defined strategy, brands have little chance for success. However, it’s hard to stick with that strategy rather than be tempted by the allure of short-term focus.

Staying Flexible

Of course, the best brands stick with their strategies, but those strategies leave room for flexibility as the market, consumers, and competitors change. Think of it this way:

  1. Just as your goals in life might change over time, so might your brand goals.
  2. Similarly, just as you might modify your plan to achieve your goals in life, so too might your brand marketing plan change.
  3. Finally, just as you seize opportunities to move closer to your goals as they arise throughout your life, you’ll also seize short-term opportunities to grow your brand and move closer to achieving your long-term brand goals as those opportunities are presented to you.

A specific, achievable brand strategy is an essential component of any business, because it affects every area of your business. Stay tuned to the AYTM blog for Part 2 of the Introduction to Brand Strategy series where you’ll learn about identifying stakeholders and developing your brand strategy.


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Create a new market research study right now on our Target Market page to test your concept(s) or schedule a 30 min. demo with an aytm expert today!


 

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Holiday Shopping Survey: Many Americans are Already Shopping

Holiday Shopping Survey: Many Americans are Already Shopping

Traditionally, the beginning of the holiday shopping season begins on Black Friday, the day after Thanksgiving. But many Americans are getting a jump-start on shopping this month and even earlier. Where are people doing their holiday shopping this year? And can stores expect to see shoppers willing to spend, or does the economy still have many people cutting their budgets?

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New: set answer ranges in checkbox questions

New: set answer ranges in checkbox questions

We’ve just upgraded the functionality to our “Checkbox” question type, so you can now set the minimum and maximum number of answers for each question.

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Second Things First: Secondary Research Is Your First Step

Second Things First: Secondary Research Is Your First Step

It sounds a bit like a play on, “What came first: the chicken or the egg?” But when doing online surveys (a form of “primary” or original research), the first step is often “secondary” research. Read more

Google+ Pages Survey: Many Connect with Brands via Social Media

Google+ Pages Survey: Many Connect with Brands via Social Media

Google’s social networking site, Google+, has announced the launch of Google+ Pages, which businesses can use to connect with their customers and fans. On other social networking sites like Facebook and Twitter, users can already like or follow their favorite brands, but how many actually use this feature? And will they use it on Google+?

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Survey Writing and the Joys of Cloning

Survey Writing and the Joys of Cloning

Dolly the sheep was born as the result of cloning in 1996. That medical event pushed the word “clone” to the front and center of public awareness and generated a lot of controversy along the way. Fifteen years later, we offer a different, less controversial kind of cloning that can be very useful for survey writing. This AYTM feature, known as survey cloning, will save you lots of time as you expand your use of online surveys.

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Flu Vaccine Survey: Benefits Outweigh Risks

Flu Vaccine Survey: Benefits Outweigh Risks

This season, many Americans line up at doctors’ offices and clinics to get their annual flu shot. But others stay far away from these vaccines, and other shots that they feel might do more harm than good. Parents especially worry about the safety of vaccines for their children. Do Americans still trust vaccines, or are they straying away from this medical practice?

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Developing Brand Identity Guidelines – Part 4: Brand Manual Examples for Inspiration

Developing Brand Identity Guidelines – Part 4: Brand Manual Examples for Inspiration

In Part 1, Part 2, and Part 3 of the Developing Brand Identity Guidelines series, you learned what a brand manual is, why you need one, and how to create one. In this final part of the series, you can see a variety of great brand manuals to learn from and be inspired by. Some of these examples might surprise you! Read more

Recycling Survey: Competition, Rewards Could Motivate Recyclers

Recycling Survey: Competition, Rewards Could Motivate Recyclers

Students at MIT are currently taking part in a little recycling experiment. A company called Greenbean Recycle has set up a system on the campus that will allow students to track their recycling progress and offer incentives to the ones who recycle the most. By turning the campus’s large recycling center into a point tabulator, the company has turned recycling into a fun competition rather than a chore. Is this something that could be translated to the rest of the country?

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