Yesterday saw some great conversation from a few newbies to our marketing exchange. One topic was on focus groups as a market research strategy and the other introduced us to a Communication Index and other tools for communication in social networks. I also shared a link from Harvard Business Review containing a podcast on leadership and innovation.
Your brand might be killing you — or at least your company’s bottom line. In order to maximize returns you need to 1) know how consumers view your brand and 2) build a marketing strategy to maximize your brand. Two tools for building an effective brand strategy are co-branding, which involves branding your product with another, complementary brand; and dual branding, which involves selling your brand to two different markets.
Perceptual maps are valuable tools of marketing strategy. This post identifies the 4 steps necessary to develop perceptual maps and use them to create better marketing strategy.