Archive for the 'brand essense' Category

Positive, Sincere and Natural: Indonesia Beauty Buying Patterns

Nov 09 2017 Published by neilgains under brand essense

There are several myths I have heard about Indonesian beauty, mostly from outside Indonesia (and often from outside Asia). The first myth is that Indonesia is not an important market for beauty products, and that women are less engaged with beauty than in other countries. The second myth is that confidence is a key goal of female beauty, a myth that is perpetrated around the world and not just in Indonesia. And the third myth is that creating a successful beauty brand in Indonesia is all about being halal. Read more »

No responses yet

Why visual research approaches are more insightful than words

Oct 31 2017 Published by neilgains under brand essense

The standard model of market research has relied on language as the main medium for understanding behaviour for more than 100 years. Recent discoveries in psychology and behavioural economics suggest that behaviour is driven more by emotions than reason, so is language still the best medium for communication in marketing and research?

TapestryWorks recently undertook research-on-research to understand the impact of different stimuli, verbal and visual, on human responses to the same set questions (read more here). Our focus was on the motivations underlying women’s perceptions of beauty, and we ran the same study across four different countries: Australia, Indonesia, Thailand and the UK. Read more »

No responses yet

Cultural Insights Help Marketers Connect Universal Truths to Local Truths

Aug 21 2017 Published by neilgains under brand essense

Little by little the past few years have seen a weakening of the dominance of multinational brands in Asia, as local players win consumer’s hearts with greater understanding of local culture and its importance in consumer decision-making.

For example, beauty is big business in Asia, but in many countries local brands are the most popular with the highest penetration and market share, with international brands increasingly struggling to compete. In Indonesia, local brand Wardah has come from nowhere to take around one-third of the cosmetics market. It’s secret? Understanding the values of Indonesian women (and halal certification, something that has now been legislated to come into effect in the coming years). Read more »

No responses yet

From Morning Lift To Nighttime Gift: Jakarta beauty routines

Jun 30 2017 Published by neilgains under brand essense

Two years ago, TapestryWorks collaborated with ABN Impact Indonesia to explore beauty goals among Indonesian women, and exactly two years’ later we went back to their Jakarta Beauty insight community to learn more.

In our earlier study, we learnt about a range of motivations that are important to Jakarta women and the beauty that they desire, including Confidence, Knowledge, Care, Belonging, Love, Fun and the desire to be (a little) Unique. In our latest study, we decided to look more deeply into these different motivations to understand how they relate to different aspects of women’s daily lives. Read more »

No responses yet

The esSense of a new insurance brand? (The Importance of Brand esSense #6)

Feb 14 2017 Published by neilgains under brand essense

Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming of the brand which struck an immediate resonance for the category.

Read more »

No responses yet

Is Donald Trump a branding guru that market research should follow?

Feb 03 2017 Published by neilgains under brand essense

Perhaps the most important thing that Donald Trump has shown us all is the importance of being different and distinctive from your competitors. In a recent article on hbr.org, Roger Martin argues that Trump didn’t win because of a bad Clinton strategy, celebrity obsession or Russian hackers (although they may have contributed). Donald Trump won because people wanted change and he “positioned” his brand as the change and anti-establishment candidate. Read more »

No responses yet

The Beauty of Believing in Brand Values

Nov 28 2016 Published by neilgains under brand essense

Reading Generation M recently (review here) made me think long and hard about the relationship between religious or spiritual beliefs and brand values. TapestryWorks’ research on Asian beauty has highlighted the gap between international brands and the aspirations of many Asian women. This gap is nowhere clearer than Indonesia, where many local brands “feel” much more in tune with local culture, a culture which is very strongly informed by Muslim values. Read more »

No responses yet

A Gap in the Toblerone Brand (The Importance of Brand esSense #5)

Nov 10 2016 Published by neilgains under brand essense

Why, oh why, oh why? Why would any brand manager take the most unique, distinctive and well known asset of a brand and change it?

Well Mondelez know better and have widened the spaces between the well known chunks of a Toblerone chocolate bar in order to save money (perhaps inspired by Brexit and rising ingredient costs). You can see the original and “gappy” versions of the product above.

Read more »

No responses yet

The esSense of Brand Extensions

Apr 15 2016 Published by neilgains under brand essense

What should marketers know about brand extensions, and the role of their brand meaning in shaping their decisions about how far they can stretch their brand? We all know about the many failures of brand extensions, so how do you avoid them?

The key is always to understand the esSense of your brand and what it means to customers. Successful brand extensions are able to leverage a brand’s esSense, while many unsuccessful brand extensions simply don’t fit with what the consumer already knows about your brand. Read more »

No responses yet

Which Burger Archetype Wears the Crown? (Importance of Brand esSense part 4)

Mar 02 2016 Published by neilgains under brand essense

McDonalds and Burger King have recently been in the news with their tit-for-tat advertising in France, and in many ways the exchanges are a good summary of the history of advertising between the two. Whatever you think of their burgers, or of fast food in general, the story of McDonalds and Burger King communications has frequently been the story of the small guy chasing after (and reacting to) the big guy. Through its history and size, McDonalds often seems to have had the upper hand and the more consistent brand story (although things seem to be changing more recently).

Read more »

No responses yet

Next »