Articles

Make Messy Segments Not Tidy Stereotypes

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One of the necessary preoccupations of marketing people is to identify their target market as clearly as possible. At Tangible we are strong advocates of the theory that the widest possible targets make for larger pools of potential buyers, but we also believe that segmentation can be useful. The challenge when working with high volume […]

Articles

End of the line for trackers?

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Recently, and with more frequency, clients have been letting off steam about their brand tracking. These are the top 4 complaints we hear: Our tracker doesn’t help It is costing us a small fortune It is difficult to change anything It is even harder to stop We accept that some tracking studies may be useful, […]

Articles

“Training doesn’t work?”

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Most of our clients would say that they have three primary assets – their brands; the goodwill tied up in the relationships they have with customers and consumers; and their people. And many would place people at the top of the list. Putting to one side the issue that most people, not least the burgeoning […]

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Brands That Speak Without Talking

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In our recent post about brand language we concentrated on words representing brands. Here we want to focus on non-verbal, visual, or implicit branding. In our experience of researching people’s engagement with brands it seems to us that strong relationships are formed with those where there is visual force. We have written before about Brand […]