‘Brands’ Archive
The Science of Desire May 16, 2013 No Comments
Great video of a recent presentation at Advertising Week UK by Simon White, Draftfcb Chief Planning Officer and IDM lead in Europe and Phil Barden, Managing Director of Decode UK, and author of “Decoded”.
View it here
Why Consumers Aren’t Good At Telling You What They Want by Matthew Willcox February 15, 2012 1 Comment
When Steve Jobs was asked if Apple had used consumer research to help design and launch the iPad, he replied “No.” And when asked why not, he said, “It’s not the consumer’s job to know what they want.”
While many us might not want, or might not be well advised to trust our guts to the extent that Jobs did, we could learn from his skepticism of asking people what they think and feel and taking their answers as definitive information to drive our marketing to them.
Actually, a better answer for Jobs to give would have been “The consumer isn’t very good at telling you what they want.” Yet most marketing research is based on asking them what they think about products, brands or ideas, whether it does this by questioning them in focus groups or having them answer direct questions in quantitative research.
Efficient Brain seeks Efficient Brand November 4, 2010 No Comments
We all know our decisions are the end product of our thoughts. Yet sometimes we find it hard to take our thoughts and turn them into a decision. Today, with the ubiquity of options, the chasm separating thought and decision is widening. Brands, with their many product options, have made the concept of choice more ideal than the actual act of choosing, making choosing hard work. The success of a brand today may have less to do with what it can provide in return, and more to do with the amount of energy it takes to choose it.