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 […]

BRANDS THAT SPEAK WITHOUT TALKING

In our experience of researching people’s engagement with brands, it seems to us that strong relationships are formed with those where there is a visual force. 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, be even more important than content. We have even heard that people who are perceived to be more attractive earn more. We believe that the same probably applies to brands, although we wouldn’t advocate the […]

BE A BRAND ARTIST

Is brand marketing art or science? There is a long-running debate on the optimum characteristics of brand managers and the extent to which the scientific method of asking questions, building and testing competing hypotheses is the route to success. We rely a great deal on the rigour of scientific methodologies in research and in analytical techniques to extract value from both quantitative data and qualitative findings, but we believe the artistry of creative thinking, of making conceptual leaps and developing new ideas is a crucial part of having a positive impact on brand performance. So, inspired directly by each of […]

3 CONSUMER BEHAVIOURS

Tangible has been researching consumer buying behaviour and motivations for over 15 years. Underlying all of the shopper ethnography, segmentation studies and needs analyses are 3 simple principles of consumer behaviour: Satisficing, Risk Avoidance and Optimising. We think they are worth understanding so we are sharing them with you here. 1. Keep Going Carry on doing the same thing – it is working, everyone seems happy, there is no need to change. Some would label this as consumer inertia, but we recognise it as a characteristic of consumers called “satisficers”: if something is good enough to meet their needs there is no […]