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The Amplifier
Ideas for Brand Marketers
May 2008
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In this issue..
-- Innovation: Who Cares?
-- Featured Case: Frequent Traveler Study
-- Who Is The Ultimate Millennial?
Innovation is the word, du jour, for marketers. But do consumers care? Do they even notice? Learn more about our contrarian POV in our latest article, "Innovation: Who Cares?"
Meanwhile, we hope you will care about our
latest innovations. Check out our new blog, "
Millennial Marketing" and our featured case
history on frequent travelers.
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Innovation: Who Cares? ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
When I got poison ivy last week, I was more interested
in how fast my doctor could see me than his
association with the latest new drug therapies. When
we talk to consumers, we often hear that innovation is
cool, but
other topics are more relevant.
Doug Collier, CMO La-Z-Boy, offers an interesting perspective. "Innovating in a consumer's eyes can be simply doing a better job of communicating something you already have which is relevant, differentiating and interesting." We have given some thought to how consumers might see Innovation 'different' from Marketers. Read our newest whitepaper to learn more. |
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Featured Case: Frequent Traveler Study ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The online travel market for vacation and business
travel is incredibly broad. Our client needed to
understand how to best target its offering, a meta
travel search engine, to frequent travelers.
Using a combination hybrid qual/quant methodology, Brand AmplitudeŽ fielded a survey among over 2000 people who made 3 or more leisure trips in the last year. We followed up with online focus groups among the heaviest travelers to explore alternative positionings. The results were detailed, insightful, actionable and FAST. to learn more about what we did, how we did it, and what we learned, click the link below. |
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Who Is The Ultimate Millennial? ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Each generation seems to create its own film icon,
from the Graduate to Luke Skywalker to
Sherman McCoy, master of a different kind of
universe. According to Morley Winograd and Michael
Hais, today's icon is Andy Sachs, heroine of 'The Devil
Wears Prada'. As authors of the latest must read
book on the Millennial generation, "Millennial
Makeover", they should know. They maintain that Andy
is a "true Millennial, different from the lead character of
previous coming of age movies about other
generations."
While the plucky, phone-wielding, modest, team oriented Andy may be the penultimate Millennial persona, there are other contenders. Check out our musings on this and other Millennial Marketing issues at our new bl og. If you are a Millennial involved in marketing, we want to hear from you. Join our panel and participate in an upcoming group discussion on Millennials in the work place. |
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More Brand Amplifying Resources ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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Contact Information ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
email:
carol@brandamplitude.com
phone:
269-429-6526
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