Make Messy Segments Not Tidy Stereotypes

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 brands in crowded markets is to focus on defining broad targets for growth and avoid falling into the trap of creating unrepresentative narrow stereotypes of pockets of non-existent potential customers. There are two important considerations when embarking on a segmentation exercise: Firstly, only go through […]

End of the line for trackers?

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, but we tend to agree with many of these complaints. We have a lot of sympathy with clients who feel stuck with a long term contract that churns out continuously unchanging readings of measures and metrics with the metronomic regularity of a Swiss railway timetable […]

“Training doesn’t work?”

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 millennial generation, don’t like to be classed as an asset (which is somewhat dehumanising and has implications of ownership), we know what they mean: it is through the creativity, enthusiasm and application of people that great things are achieved. Therefore, it is a major occupation […]

Brands That Speak Without Talking

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 Force, and also about Looking Good. Psychologists and behavioural scientists have, for decades, talked about the power of visual appearance and body language over verbal communication. It is often quoted that 80% of effective communication is non-verbal and that how things are presented can therefore […]