Changing of the guard. Strategy redesign. Members & employees prioritised.
Under the old CEO this major professional membership association had lost its way, and its highly educated members were demanding change, and they were defecting.
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Under the old CEO this major professional membership association had lost its way, and its highly educated members were demanding change, and they were defecting.
Following years of price discounting while going head-to-head with the category leader, our client, a telecommunications challenger brand, lacked a compelling proposition that could drive profitable growth and marketshare gain.
Scientifically-validated system for identifying the category-specific drivers of consumer choice to improve market share.
The launch of a new or altered product comes with both the opportunity for great success and equal chance of abysmal failure. Many firms spend inordinate sums of money on research and development for products, after such significant investment it is unsurprising that products are often launched or changed irrespective of sales projections.
Reading words associated with the elderly such as old, lonely, traditional, bingo, forgetful and conservative has been found to cause people to walk more slowly afterwards (Bargh, Chen & Burrows, 1996).
As marketers, we have all innocently told our fair share of fairytales as we have grappled with market ambiguity. Some of our Fairytales have happily turned out to reasonably approximate market behaviour, whereas others have ranged from oversimplifications to unintended fabrications.
If Robert Heath is right, a large part of every dollar spent on advertising-related marketing research is a waste of money. There are few fence-sitters when it comes to the ideas of UK communications specialist and academic Robert Heath. Heath believes that television advertisements are more effective if they are processed with low attention; he calls this concept the ‘Low Attention Processing’ (LAP) theory.
The Forethought philosophy is that Brand = Market Share and as such, Professional Marketing magazine asked Ken Roberts to share his thoughts on the ‘brand equity’ metric and its implications for marketers seeking to grow market share. Rather than handing over the keys to the door, Ken argues that marketers should tell ‘brand equity’ to get packing.
The Forethought Research, globally lauded Prophecy Feelings® methodology identifies the relative importance of the discrete emotions driving consumption behaviour at a category, brand and communications level. Forethought alone can implicitly measure discrete emotions linked to consumption behaviour. Informing and tracking brand and communications performance.
Can the Net Promoter Score (NPS) which is based on advocacy predict a company’s success or do we need a more complex measure? The management folly of adopting the Net Promoter Score as the ‘one measure’ and why value-for-money provides greater insight.