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Doing Well By Doing Good

An effective brand’s most important reason for being comes in the articulation of its purpose or mission. A mission is...

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From “Voice of the Customer” To “Mind of the Customer”

One of our critical mantras here at Brandtrust is, "If you want to know why people do what they do, the worst thing you can do is ask them."

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Want people to try your brand? Use metaphors.

Metaphor plays a big role in our everyday speech and in brand thinking. What may appear on the surface to be funny is, in fact, quite a serious proposition.

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The Time & Place for Brands

Even with the plethora of media choices available and finest analytics to measure media effectiveness, brands are still stuck with how to make themselves welcome in people’s lives. In order to do that, we have to think more about how people actually live their lives.

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5 Ways to Steal Your Competitors’ Customers in 2014

Think you know what customers want? Think again.

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Brand Building Resolutions for 2014

Brand Building Resolutions for 2014:

  • Spend some quality time with your customers. Look beyond the obvious; strive to understand not only what they’re doing but why they’re doing it.
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What to Expect in Marketing in 2014

Although Big Data tells us what is happening, it rarely tells us why. Too much reliance on the rational brain can lead to 'data, data everywhere and not a thought to think.' In 2014, marketers will stop drowning in data and starving for insights--and uncover those insights that can only be found in peeling back customers' deep emotional layers....

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Branding is the Most Powerful Yet Least Understood Business Strategy

Brands are about feelings and not facts. This is why businesses still struggle to grasp why people are drawn to some brands and not to others.

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Brandtrust’s TMRE Top 5 Takeaways

Brandtrust recently attended The Market Research Event (TMRE) conference held in Nashville, TN. We sent our largest contingency to date to learn, observe, and gather trends, insights and best practices that are shaping the future of an industry about which we care so much. The 2.5 days organized by TMRE were full to say the least. The challenge every 50 minutes was deciding which session to attend next.

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How to Win Customers—and Friends

It is hard for me to imagine managing a brand with any other intent than winning customers the way we win friends. Would you invite me to your home and make me wait at the front door until you got around to answering it? Would you not take my coat or leave me sitting in the living room by myself for half an hour? Would you serve me a warm martini with a hair in it? Would you leave me sitting at the dining room table by myself while you got on the phone to talk to your cousin in Oshkosh? If this sounds like a gruesome picture, compare it to the way some brands appear to operate.

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