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.
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 »
If there is an emotion that is most strongly associated with the Christmas and New Year holidays it must surely be Joy. In the text as well as performances of the Christmas carol ‘Joy to the world’, Joy is associated with singing and a very physical and spontaneous sense of well-being. [The carol was written by Isaac Watts, a pastor with a father who was jailed for his non-conformist views, in 1719 and with a famous musical setting written by George Frederick Handel.]
Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.
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 »
The final result is in and already the vultures are circling over the record of the pollsters in the US election. Is this another nail in the coffin of opinion polls, another Brexit moment or something more profound? I believe there are three important lessons for market researchers and one more profound lesson for everyone.
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.
Dr Disruption recently wrote about a recent IPA report on short-term thinking in advertising, in the context of business culture that is increasingly short-term thinking and digitally distracted. Peter Field was the author of the report, and he has recently teamed up again with Les Binet to present more insights into advertising effectiveness following on from their important report The Long and the Short of It (which I wrote about here). They presented their most recent analysis at The IPA Effectiveness Week Genesis Conference, with more insights into how advertising can best work for brands. Read more »
In some ways The Book of Human Emotions is a remarkable book, managing to cover 154 different emotions into a very readable and entertaining 270 pages. Through short, witty and illuminating essays on each emotion, the author reveals some of the many stories behind each emotion, and although light on science this is a book that is rich in insights into the human condition. Read more »
TapestryWorks has been using Visual Think Cards® for several years now to capture human goals and the emotions and contexts that are associated with them. For most branding applications, these work very well to elicit the balance of positive and negative sentiment associated with a category, brand or experience.
However, sometimes we need to dig deeper into emotions, especially when the topic is more serious and with darker feelings. On these occasions, we have often used a model of human emotions based on evolutionary biology and psychology (read more here and here about Robert Plutchik’s wheel of emotions).