Market Research - What fascinates me about this article is how multi-brand companies are starting to realize the value of the uniqueness of each of their brands. In other words, a one-size fits all model for analyzing brand performance is becoming less important as companies are starting to see that each brand goes through a "different journey". However, the need for a "universal" and simple tracking mechanism remains strong. Millward Brown's brand equity model is one such universal tool that companies are able to turn to to find this kind of data.
What does this mean for Edelman Berland? - Our clients in the luxury sector are already starting to ask us these questions - such as - if each local market is unique in their product interest, what is the best way to reach each of them? What are the best products to talk to them about? I am sure this could also be appealing to those of us who work for one company with multiple brands or for those of us who want to compare one brand to another. Here is a good overview of Millward Brown's model: http://www.millwardbrown.com/About/meaningfully_different_framework.aspx
Wonder if you should spend your time campaigning in social networks?
You can use this too...
Good Purpose - Frogloop gives access to an ROI calculator NGO's can use to decide whether their online activities are "worth it".
What does this mean for Edelman Berland? This gives us a solid base to learn more on how to use ROI in our client work. Frogloop is very transparent on how they are calculating these figures which is not something you see every day. Their work can be used and expanded upon on our work and it's something I would like to see someone start to develop. Any takers?
Last week at Fashion Talks - the conference that takes the pulse of the Belgian fashion designers - there was another 'd' word on everyone’s lips - and that was 'digital'!
Digital - What I love about this article is the video and how the company "The Art of Research' (love that name too) helped Diesel assess and increase the value of their pinterest page.
What does this mean for Edelman Berland? - We can learn a lot from "The Art of Research". Using video to showcase a case study is first and foremost, great great great. Second, explaining the results to Diesel using a Research Art Exhibition. How cool is that? Instead of powerpoint, they are using mood boards, games and the like to help the client interact with the results.
Luxury - An interesting study carried out by the Luxury Institute on the do's and don'ts of brand partnerships. It mentions, for example, "The Johnnie Walker Blue Label limited edition collection by Alfred Dunhill is a collection of British-inspired gifts in addition to a designer bottle. The partnership helped both brands solidify their position in the luxury industry and as well as their reputation as men’s lifestyle brands "
What does this mean for Edelman Berland?
I think these are the kind of additional studies that we can propose to our clients for new business - helping them find the right kind of partnership if they want to help solidify their brand identity. Many of our clients already have partners but are they really maximizing the benefits of these partners?
Olivier Francois is a Parisian working for an Italian company, but he understands American popular culture better than most U.S.-born marketers.
Luxury - following up from Mercedes strange chicken commercial - it seems Dodge is following suite with their new commercials involving Will Ferrell and his alter ego - The Anchorman (http://www.youtube.com/watch?v=SC_Up3zrKjE)
What does this mean for Edelman Berland?:
Comparing to Mercedes, I again think using this powerful celebrity will not be another normal car commercial. However, unlike Mercedes, I do not instantly get the connection here between the Brand DNA and Will Ferrell. So while I will remember these sort of funny ads, they do nothing to help me understand Dodges brand identity which is something we can take away from this new kind of trend.
Luxury - Some interesting insight into Chinese Luxury consumers based on the 2014 China Luxury Forecast including the fact that:
1. Chinese consumers are less interested in brand names and more interested in product uniqueness.
2: Chinese consumers are more interested in buying watches in Europe and jewlery in Hong Kong
3. After sale service is very important as well as local social media plateforms in order to gain trust
What does this mean for Edelman Berland? Clients with a strong Chinese consumer base may be interested in learning more about what sets these consumers apart from the rest of the world and may be more interested in specific metrics like these that they can use to continue to gain support for their brand in this unique area of the world. I challenge you to help our clients better understand their Chinese consumers through the development of new metrics. good luck!
Friday September 6th, was a day I had been looking forward to for quite a while. It was the first day of the ASC (Association for Survey Computing) Congress at the University of Winchester.
Market Research - I am a big fan of games. Board games, Video games, you name it. This post discusses gamification techniques for research.
What does it mean for Edelman Berland. I like this post because it leads to some insights on how to frame questions in a different, playful way that helps our stakeholders think differently about the question. It can be applied in surveys or focus groups and is a fun twist on asking questions.
What does this mean for Edelman Berland? Text analytics isn't something new for us. We are already mining large amounts of content for meaning and trends. But Anderson offers us more of a structured "formula" for text analytics using a triangulation model that I think we can also leverage at Edelman Berland for smarter insights on our data. Here is a great paper explaining his methodology: http://www.andersonanalytics.com/reports/0801_Anderson.pdf
So who is going to take the lead on developing Edelman Berland text analytics to attract our future BIG DATA clients?
(Issues to consider for software partner: cost, user interface, scope of content coverage and source of content, presentation and reporting capabilities, specific linguistic analysis features, and customization.)
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