market research Tag

The Smart Way to Use Market Research

The Smart Way to Use Market ResearchIn agency life there is a spectrum of projects that range from all-research on one end to all-creative on the other. I could never sell Steve Jobs research. He didn’t want to hear about it. And it was the same with Steven Spielberg. Both men had gut feelings about what they wanted. And all the research in the world wasn’t going to change that.

Now, if you’re working with visionaries of their caliber, you might be able to proceed with huge costly projects based on their gut feeling.

But that’s not the reality for most of us. The question is, then, when should you use research, and how much research should you do?

Research is expensive. It adds cost and takes time, but it also reduces risk. So it’s important to understand how to allocate your research budget to different types of projects.

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Managing Brand Complexity: Staying Ahead of the Curve

Managing Brand Complexity: Staying Ahead of the CurveLarge companies—like GE, Google, Samsung and others—know this law of branding firsthand: As you grow in size, you will grow in complexity. Acquisitions, organic growth, market segmentation and product and service extensions all add complexity to brand portfolios. How should large successful brands such as these manage brand complexity?

Growing companies realize they need to support the strength and cohesiveness of their corporate identities, while also accommodating the needs of their individual brands and sub-brands. We call this “brand balance.” This balance gets harder to control as you grow; there is a very real complexity curve that gets steeper with a company’s size. To remain successful as you grow, it is important to learn how to stay ahead of this complexity curve.

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