Many brand research models do not provide a holistic view of the brand and do not offer solid recommendations for driving brand growth into the future.
Marketers should ask themselves if the brand research model they are currently using has any of the following problems:
- The brand framework fails to capture all the ways a consumer connects with a brand
- The brand framework does not provide an understanding of the future direction of the brand
- The brand simulator does not realistically predict the impact of changes to brand positioning
If any of these problems exist, then the brand model is not providing the best possible method for deciding which strategies should be deployed to increase consumer choice.
This POV offers solutions to each of these problems… so Marketers can be well-armed to go into the battle for market share and win.