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 […]

WE’RE HIRING: SENIOR QUAL RESEARCHERS

We are looking for experienced qualitative researchers with expertise in consumer brands to join our team at our offices in Windsor west of London or on Deansgate in the centre of Manchester. You must have a minimum of 5 years’ UK experience researching branded consumer markets. For more information please get in touch or send your cv and a covering letter introducing yourself to our MD Dominic Box: Dominic@tangiblebranding.com We only consider direct applications – no agencies please.

Packs make better ads …

Research conducted in the US has demonstrated that a marketing claim made on pack is more powerful than one communicated in print advertising. In general, consumers perceived packs as closer to the product than ads and this greater proximity was likely to make a claim seem more credible, increasing claim believability and purchase likelihood. In one of the studies conducted, university students were offered the chance to purchase an edible, extra strength energy spray, a real product with the claim that it “works 10x faster than pills and liquids” and that consumers would “feel results within 30 seconds.” Participants either […]