Marketing Advisory, Strategy and Analytics
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Snippets from Forethought on contemporary topics in marketing research. #Foretoons is a collaboration between Forethought and Either Either (creative agency) providing a satirical commentary on marketing research themes. Click on a Foretoon to comment or share.
Introduce real non-financial lead indicators
Your brand’s North Star is the intersection between the brand promise and the customer experience.
In a crisis, the market sees straight through “virtue wrapping”
For repositioning brand on a non-price attribute, patience is a virtue
Manage your price reputation
Consider the context in which communication is consumed
We’re Feeling Half Normal, But… Young Aussies Are Anxious, And Starting To Look Disloyal To Brands And Services
This week the Normality Index provides a story of steady improvement in the drivers of our normality. Week 9 saw the Normality Index at 59% up from 52% last week. Our most important driver of normality, confidence in the economy, remains low but is up by 13% from last week. And Australians are increasingly feeling comfortable socialising and moving about in public which are both up by 20% this week to 64% and 60%, both important drivers of our sense of normality.
As political advertising ramps up in the lead to the November election, it is time for brands that are committed to effective advertising, to rethink their media strategy.