Three Insights for Better Engaging Shoppers

By Suzanne Cheves | Posted: April 29, 2013

I’ve been involved in shopper insights and shopper marketing since 1998, when the discipline was first created at Procter & Gamble. Over the years, it has been great to see how far we’ve come from developing shopper strategy to optimizing shopper strategy. Lately, I love that more and more brands are realizing their true competitive advantage through mapping the shopper’s emotion-based purchase decisions. More >

Posted in engaged shoppers, NINA, path-to-purchase, Shopper Insights, Shopper Marketing, Shopper Strategy, touchpoints

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Simple Lessons Every CMO Can Learn from Pope Francis

By Daryl Travis | Posted: April 05, 2013

Even the most complex brands get reduced to a few symbols. Sound bites have crushed 2,000 years of the Catholic Church down to pedophile priests and financial scandals. Media coverage of the selection of a new pope suggests the church’s brand is nothing more than a puff of smoke. More >

Posted in brand story, Catholic church, live the brand, Pope Francis, scandal

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Nikestrong: Brand Opportunity for Nike Post-Lance Armstrong

By Brandtrust | Posted: March 15, 2013

Lance Armstrong’s conniving selfishness left Livestrong—his cancer-fighting charity and only redeeming legacy—in an uphill struggle for survival. We don’t expect everyone to be perfect — stuff happens. But we expect people — particularly heroes and leaders — to be authentic and honest. It’s fundamental to human social interaction. Our very survival hinges on trust in others. More >

Posted in authentic, brand loyalty, customer loyalty, Lance Armstrong, Livestrong Foundation, Nike, scandal, trustworthy brands

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Lessons from Groupon: 3 ways to change how you think about your customers

By Brandtrust | Posted: March 08, 2013

We’ll spare you any commentary on Groupon’s business model, accounting irregularities or stock market misadventures. But it’s hardly surprising news to hear Founder and CEO Andrew Mason’s tenure has expired faster than a Groupon for a cheap haircut. More >

Posted in Andrew Mason, authentic, customer experience, Groupon, intuition, marketer, trust

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Long Sleep the King

By Daryl Travis | Posted: March 03, 2013

When Burger King dethroned their creepy plastic-headed mascot last summer, nary a tear was shed throughout the realm. Females cheered, moms rejoiced and marketers wondered, “What took them so long?” More >

Posted in 3G Capital, Burger King, consumer behavior, consumer needs, Crispin Porter + Bogusky, emotional research, fast food, franchise, market research, mind of the customer

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A Day in Survey Land

By Chris Hoel | Posted: December 17, 2012

Chris Hoel uses his own experiences as inspiration to explore what motivates respondents to participate in survey based research

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Posted in customer feedback, extrinsic motivation, intrinsic motivation, market research, surveys

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Segmentation First Aid

By Daryl Travis | Posted: November 05, 2012

Brandtrust CEO Daryl Travis diagnoses the problems with traditional consumer segmentations and offers an alternate approach based on human universals. More >

Posted in consumer behavior, consumer research, emotional brain, emotional motivations, human universal, segmentation

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Gendered Branding

By Kristian Aloma | Posted: September 11, 2012

Kristian Aloma avoids reflecting on "The Conversation" he had with his parents as he explores the differences between men and women. More >

Posted in brand, gender, identity, strategy

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Now You See It, Now You Don't

By Katherine Weber | Posted: August 02, 2012

While current magic tricks fascinate her, Katie Weber can't imagine what future illusions might hold as magicians and researchers team up to explore the mysteries of perception, misdirection, and the human mind. More >

Posted in brain research, human behavior, human mind, magic, magicians, neuroscience, perception, storytelling

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Sleep On It

By Stephan Leman | Posted: July 26, 2012

Frustrated by waking up tired after staying up late thinking through different work puzzles, Stephan Leman went looking for justification to get more sleep. What he discovered will make you rethink the importance of sleep in your own life! More >

Posted in ah-ha moment, creativity, innovation, insight, neuroscience, prefrontal cortex, sleep

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About This Blog

This blog is dedicated to expanding the reach of the stimulating conversations we enjoy with our clients, collaborators and the people we call “Friends of Brandtrust.” Our posts are about what we know best: uncovering and activating better insights, usually by applying principles from the social sciences to understanding human motivations and decision-making. We hope that what we post here will inspire you to share what you’re thinking, too.