|
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The Amplifier
Ideas for Brand Marketers
February 2007
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
In this issue..
-- Brand Strategy Toolkit: Everything you need to define a brand in one place.
-- Bring Your Own M&M's to Our Next Demo of Online Focus Groups
-- Breaking Out of the Back Room: Innovations in Online Focus Groups
Back-to-basics is the theme for the first newsletter. For the BASICS of brand strategy check out the "Brand Strategy Toolkit". For the BASICS of online focus groups, sign up for the first of our regularly scheduled online demos Feb. 26. For a more ADVANCED view of online qualitative, register for "Breaking Out of the Back Room: Innovations in Focus Groups". Carol Phillips will be presenting recent work with Amy Millard of Zoomerang in this AMA-sponsored webinar. Registration information below. |
|
|
Brand Strategy Toolkit: Everything you need to define a brand in one place. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
MBA students at Notre Dame needed it. Clients asked
for it. So we created it. This brief presentation
provides the basic frameworks for creating a brand
strategy: brand audit and brand inventory, brand
equity platform, target insights, positioning,
personality, brand experience and more. Need to
define a new brand? Revitalize an
existing one? This 30-page presentation provides a
perfect starting point.
The toolkit was developed based on the best academic theory and tested through the experiences of over 40 MBA teams. It has been used successfully with start ups and existing companies alike, including Blockbuster's recent strategy revitalization effort. It works! The Brand Strategy ToolKit: Everything you need to define a brand in one place |
|
|
Bring Your Own M&M's to Our Next Demo of Online Focus Groups ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Online focus groups are the new thing, but we have
been advocating them for four years. Although not a
replacement for face-to-face groups, OFG's offer a
fast and efficient way to get deeper than open-ends
with a highly screened population of respondents.
Starting Feb 26, we will be offering free online
demonstrations. See why Pepsi, General Mills, Brand
Imperatives, and Whirlpool are using online focus
groups for everything from package evaluations to
brand explorations.
Each demo covers the basics of how online focus groups work as well as the chance to experience a 'mock focus group' as a participant. Click below to register for the next session, scheduled for Feb 26. |
|
|
Breaking Out of the Back Room: Innovations in Online Focus Groups ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Join Carol Phillips of Notre Dame and Brand Amplitude
and Amy Millard of Zoomerang as they discuss
innovations in focus group methodologies and
technologies. Innovative firms are increasingly using
online focus groups to test new ideas
quickly, to reach hard-to-reach populations, and to
experiment combining qualitative and
quantitative techniques.
Learn how companies like Pepsi, JC Penney, Vonage, Orbitz, General Mills, HP, and Croscill as well as agencies and consulting firms are leveraging this new research tool. |
|
|
Contact Information ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
email:
carol@brandamplitude.com
phone:
269-429-6526
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
|
