Research Junction The Intersection of Research, Branding, Marketing, Politics and Sociology 494 posts

Brand Promise – How to Make It and Keep It

Brand Promise – How to Make It and Keep It

I’m often asked what a brand is. It’s a common question that even seasoned marketers and business people don’t fully understand. That’s because a brand isn’t the logo, tagline, and other tangible items that represent it. A brand is a promise. At its core, your brand promise should define your entire business and should touch every aspect of your company. Read more

Market Researcher: 5 Things DIYers Can Learn from Corporate Pros

Market Researcher: 5 Things DIYers Can Learn from Corporate Pros

Corporate researchers, fulltime market researchers running the market research function for corporations or nonprofit organizations, have often learned the hard way about the best practices of conducting online survey research. Read more

How to Brand Like Steve Jobs and Apple

How to Brand Like Steve Jobs and Apple

In the wake of Steve Jobs’ resignation as CEO of Apple, the company he built not once but twice, I thought it would be a good time to reflect on the 5 key lessons Steve Jobs and Apple have taught us about how to brand. In my How to Brand series here on AYTM, I discussed the six primary steps of branding: research, values, messaging, education, experiences, and perception. But for Apple, there is more to the story of how to brand that you can learn from. Read more

HOW TO: Build a Brand in 3 Steps

HOW TO: Build a Brand in 3 Steps

So you want to build a brand. You’re not alone. Every day individuals and businesses of all sizes launch new brands or decide to change their existing brands dramatically or minimally. No matter what stage you are in developing your own brand, you need to continually follow the three primary steps to build a brand. Read more

How to Plan a Survey Like a Market Research Pro

How to Plan a Survey Like a Market Research Pro

Planning a market research survey can seem like an overwhelming task if you don’t know where to start.  It is important to think about what purpose your survey will serve in your marketing efforts.  By following these simple steps, you can learn how to plan a survey that will yield helpful and quantifiable results. Read more

Matrix Questions in Online Surveys: Satisfying But Addictive

Matrix Questions in Online Surveys: Satisfying But Addictive

Online surveys can be designed with many different types of questions. Indeed, online survey platforms such as Ask Your Target Market give survey writers many different options beyond the basic “select one” from a list of answer options. One of the popular options is the so‑called matrix questions (which uses an interactive “sliders” interface in the AYTM platform). Read more

Branding the Right Way – Rebranding FedEx

Branding the Right Way – Rebranding FedEx

As a follow-up to my Rebranding Essentials series, I thought it would be a good time to focus on an example of a great rebranding initiative from a well-known company — FedEx. This is the first post in what will become an ongoing series of Branding the Right Way and Branding Gone Wrong posts that will highlight great branding efforts and those that failed. Each post will provide insight into how the branding was done and why as well as the response from consumers. There is something different to learn in each branding example! Read more

Rebranding Essentials – Part 6: Measure, Research, and Tweak

Rebranding Essentials – Part 6: Measure, Research, and Tweak

rebrandingYou created your new brand identity and rolled out your rebranding to employees and consumers. Now what? That’s what Part 6 of the Rebranding Essentials series teaches you, but first, go back and read Part 1, Part 2, Part 3, Part 4, and Part 5, so Part 6 makes sense. Read more

Brand Promise Confusion – Is It a Water Company or an Oil Company?

Brand Promise Confusion – Is It a Water Company or an Oil Company?

As part of a company restructuring and subsequent rebranding initiative, a new logo debuted this summer for Ohio-based Marathon Oil Corporation. Given the tainted reputation of oil companies that was exacerbated by the BP oil spill in the Gulf of Mexico in 2010, the importance of creating a visual representation of an oil company’s brand promise is a challenging one. Consumers don’t trust oil companies and the anti-environment stigma that surrounds oil brands isn’t going to go away anytime soon. Read more

Consumer Behavior Research: A Question of Timing

Consumer Behavior Research: A Question of Timing

When designing online surveys to measure consumer behavior, we have to ask ourselves a fundamental question:  are we measuring the past or the future? And it’s an unfortunate fact of market research that consumers have a hard time reporting either accurately. But before you design that next online survey, think about it: which type of measurement will be most useful for your specific needs? Read more

Effective Survey Design: How to Avoid Garbage In/Garbage Out

Effective Survey Design: How to Avoid Garbage In/Garbage Out

Creating an effective survey takes a lot of fine-tuning. If you’re a musician, even a great one, you cannot create great music if your instrument is out of tune. The same concept applies to surveys; not even the greatest market researcher can garner effective data with an ineffective, or out-of-tune instrument (in this case, your questionairre). To make sure your instrument is in-tune and your survey is effective, you need to make sure it is short, simple and professional.

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Rebranding Essentials – Part 5: Create and Launch the New Brand Identity

Rebranding Essentials – Part 5: Create and Launch the New Brand Identity

rebrandingRebranding doesn’t begin or end with creating a new brand identity. However, it is an important part of the rebranding process. Once you’ve determined your rebranding goals, learned the steps of rebranding, done some rebranding research, and considered the rebranding mistakes that you don’t want to commit, it’s finally time to create and launch your new brand identity, messaging, image, position, and so on (depending on your rebranding goals). Read more

Rebranding Essentials – Part 4: Rebranding Mistakes

Rebranding Essentials – Part 4: Rebranding Mistakes

Don’t move forward with your rebranding initiative without familiarizing yourself with the rebranding mistakes you need to avoid. First, go back and read Part 1Part 2, and Part 3 of the Rebranding Essentials series. Those posts will help put the mistakes listed below into better perspective so your rebranding is destined for success not failure. Read more

Rebranding Essentials – Part 3: Rebranding Research

Rebranding Essentials – Part 3: Rebranding Research

In Parts 1 and 2 of the Rebranding Essentials series, you learned about why rebrandings happen and the 10 steps of rebranding. You can follow the preceding links to read those posts now and catch up. Now, it’s time for Part 3 of the series which teaches you about the research you need to do before you can move forward to the creative process of rebranding. Read more

Employee Feedback Surveys Can Yield Insights that Fall to the Bottom Line

Employee Feedback Surveys Can Yield Insights that Fall to the Bottom Line

When considering a target market for your survey project, the obvious choice is your customers or prospects, but there’s a group that’s often overlooked that might be very beneficial to your company – your own employees.

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Rebranding Essentials – Part 2: Rebranding Steps

Rebranding Essentials – Part 2: Rebranding Steps

In Part 1 of the Rebranding Essentials series, you learned about why rebrandings happen. If you didn’t read that post to learn about the proactive and reactive reasons for rebranding, go and read it now. If you don’t know why you’re rebranding, you can’t effectively execute the rebranding steps discussed in this post. Read more

The Sample Size Quandary: How Do You Structure Your Online Survey?

The Sample Size Quandary: How Do You Structure Your Online Survey?

Designing an online survey takes real effort, careful planning, and thoughtful decisions. A lot goes into clarifying goals, crafting question and answer options, selecting the population parameters and so on. Still, one of the most important questions to answer is, “how many completes do I need?” Or in market research speak, “what is my minimum sample size?” To answer that, let’s look at three versions of that question. Read more

Rebranding Essentials – Part 1: Why Rebrand?

Rebranding Essentials – Part 1: Why Rebrand?

A few weeks ago, I wrote a series of posts on the AYTM blog that answer two fundamental branding questions — what is a brand and how to brand? Now, it’s time to learn about the process of rebranding in the new Rebranding Essentials series. Read more

How to Brand – Part 6: Monitor Brand Perception

How to Brand – Part 6: Monitor Brand Perception

Stop right there! Time to catch up by reading Part 1, Part 2, Part 3, Part 4, and Part 5 of the How to Brand series. When you’re done, come back to this article to learn how to put everything together to ensure your brand is ready for long-term success. Read more

The Market Research Process Begins with Your Team

The Market Research Process Begins with Your Team

When beginning a survey project, the first step is getting everyone on your team on the same page. If everyone involved has a different vision, then your project is set up for failure. This step can be tricky, but is essential to the market research process. Creating a common vision can be achieved with a few easy steps during your project kick-off meeting.

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Rebranding Budweiser – New Packaging for the All-American Beer

Rebranding Budweiser – New Packaging for the All-American Beer

Although Budweiser is currently part of Anheuser-Busch InBev and is technically a Belgium company, it has retained its brand image as the “All-American Beer” with its red, white and blue can, sponsorship of All-American sports like NASCAR, and an American heritage that began in 1876 out of St. Louis, Missouri. Read more

How to Brand – Part 5: Develop Emotional Involvement and Branded Experiences

How to Brand – Part 5: Develop Emotional Involvement and Branded Experiences

If you haven’t read Part 1, Part 2, Part 3, and Part 4 of the How to Brand series, follow the links and read them now. You can’t develop emotional involvement in your brand and create branded experiences (as you learn here in Part 5), if you haven’t done the preceding steps. Once you’ve read those articles, it’s time to create the kind of emotional involvement in your brand that leads to brand loyalty and word-of-mouth marketing. Read more

How to Brand – Part 4: Educate People about Your Brand

How to Brand – Part 4: Educate People about Your Brand

In Part 1, Part 2, and Part 3 of the How to Brand series, you learned how to create a brand that people will want to buy. Today, it’s time to learn about brand education. It’s time to take your brand out into the world by educating internal and external audiences about your brand promise, values, message, and image. Read more

How to Brand – Part 3: Create Brand Messages and Brand Image

How to Brand – Part 3: Create Brand Messages and Brand Image

Before you read any further, take a few minutes to catch up by reading Part 1 and Part 2 of the How to Brand series. You’ll need to understand the information in those articles before you can create your brand messages and image as discussed here in Part 3. Read more