Author: admin

GEN Z MYTH BUSTING – WHAT REALLY MAKES THEM TICK?

The latest age group starting to enter work and becoming financially active is Generation Z – people born between 1995 and 2010. Brand owners need to know who these people are and what makes them tick because we need to sell to them as well as employ them to do the selling.There’s a new Tangible research report looking at Gen Z in detail, exploding myths and uncovering the reality of their lives and motivations.The first big myth the report deals with is that Gen Z can be treated as a single typology. To assume they are all the same consigns […]

2020 NEW YEAR’S RESOLUTIONS – TIME FOR CHANGE

2020 NEW YEAR’S RESOLUTIONS – TIME FOR CHANGE  Marketing is The Change Function, so the start of a new decade is too good an opportunity to miss for taking new perspectives and launching fresh initiatives. So, it’s out with the same old same old, and in with our new Tangible Resolutions for an outstanding 2020: 1.     Get Healthy by facing your Brand Reality. Tracking the vital signs of awareness, distinctiveness, relevance and appeal are all helpful in uncovering indicators of performance strengths and weaknesses. A deeper and objective review of brand fame and force factors is a constructive way to […]

THE BRAND NAME GAME

One of the definitions of a brand is a name with a promise. Most consumer research focuses on defining and refining the promise – finding ways to manage the positioning and execution of products and services so they are bought by the widest possible audience. But often the name is part of the brief, so if you are trying to rise to the challenge right now, here is a Tangible Q&A on creating and researching brand names. First things first: is consumer research a good way to find a great brand name? No. Unless you are very lucky it is […]