Brands Laid Bare: Using Market Research for Evidence-Based by J. Kevin Ford

By J. Kevin Ford

The best way we relate to manufacturers has replaced. as soon as, model administration was once approximately doing issues to humans, and offerings have been made by way of model managers no longer shoppers. Now the point of interest has shifted in the direction of the client, empowering them to make offerings and treating them as contributors instead of an amorphous mass. A outcome of this can be elevated curiosity in realizing humans as a starting place for model administration. And this can be the place marketplace learn can are available. by means of drawing on marketplace learn to appreciate shoppers, agents can greater know the way to control their model. Exploring a spectrum of 12 buyer wishes and drawing on first-hand examine facts, Kevin Ford presents a confirmed framework for knowing what individuals are rather searching for from a model - and providing it.

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An excellent example would be the THE UNIVERSAL NEEDS MAP 23 retailer Boots, which has adopted the word ‘well-being’ in their website address and other communications. Love We all need love, in big ways and in small ways. This need is all about social contact, whether one to one or one to many. Any brand involved in bringing people together is tapping this need. You will immediately think of telecommunications companies, brand names such as One 2 One (now absorbed into T-Mobile) and slogans such as BT’s ‘It’s good to talk’.

The eight needs from this system may each be subdivided to create a total of 16. By this stage you are getting down to details, rather than fundamental needs. When this level is applied to brand personality, we find a close fit with the model produced by Jennifer Aaker, reported in David Aaker’s book Building Strong Brands. Their system comprises five main themes, with subdivisions into 15 more specific traits. They are: . Sincerity (down-to-earth, honest, wholesome, cheerful) which sits lower right on the map, around stability–closeness–love.

The creative artist manages to combine the ends of the horizontal axis, by being receptive to impressions and at the same time passionate in expression. On the vertical axis a scientific brand is highly progressive through inventions, but at the same time able to make these very practical and reliable. These four poles are better interpreted as very broad themes, rather than specific needs. And so, you commonly find the intermediate points added in, to create a system of eight needs. 1 A two-dimensional needs map DIFFERENT DIMENSIONS 29 at the ends of two axes: one top-left to bottom-right, and the other topright to bottom-left.

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