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 […]

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 […]

Brands That Talk to Me

When we ask people to tell us about brands they reply with words. Even when we give them pens and encourage a bit of drawing they like to start with words. It’s not surprising, as we have all been conditioned to work this way since childhood – “tell me what it was like”, “describe her”, “tell me a story”. We will talk about the power of visuals and the “body language” of brands in a different post, but here we are focusing on those words. What people talk about when they talk about brands. They usually start, and finish, by […]