Branding and Advertising

One of our largest practice areas centers around the building and assessment of brands. It has been our privilege to collaborate with some of the best agencies and brand consultants over the years.

We advocate a fresh approach to tracking research that is explained in a detail in a white paper you are invited to download:
     Brand Tracking In a New Key

If you work with us, we will advocate for the approach outlined in this paper.

For tracking studies as well as other brand research, our point of view includes:

• We know that to be most useful, brand research must be tailored to the unique needs of the situation. Off-the-shelf, one-size-fits-all systems usually miss something important.

• The emotional bond with brands and advertising is fundamental. If you don't try to measure that, there is no point in doing research at all. (See our brief note on measuring brand valence).

• Laundry lists of brand attributes are much less important than you might think.

• Market segmentation can be an extremely helpful tool in developing a brand strategy, but only if done to meet the real needs of the client, rather than the appetite of some black-box technique.

If you are looking for some imagination and creativity as you build and track brands, look no further than Action Marketing Research.