Robert Davis

For Marketers: This article could also have been titled "How Brands Got So Boring." Agencies have always dealt in cultural arbitrage, but to create true and lasting differentiation we need to start paying more attention to the divergent ideas and get off the short-cycle hype machine. https://lnkd.in/eXh8Juqw

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Unleash the power of brand empathy through market research! Dive deep into understanding your audience on a whole new level. Stand out in the competitive market with a compassionate touch. Ready for some profound insights? Learn more here: https://bit.ly/3XQ3rxP #marketresearch #brandempathy

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Thanks for the great article Dr. Tracy Tuten. A lot of the research Illuminas does on brand, especially in technology, focuses on whether customers and potential buyers see value in the brand extension. For companies with large portfolios of products and solutions, many of which were added through M&A, these new brands can create confusion for the buyer. Do these new brands, solutions, platforms or whatever we want to call them, actually make sense in the portfolio? How do they fit in with the existing products and solutions? With these brand extensions, or acquired brands, is there a fit with the overall value proposition of the parent brand? I've spent over twenty years in the field talking to tech buyers, for example, about brand extensions or acquired brands, and in many cases a majority of customers are only peripherally aware of the new brands. When presented with them, the key questions that come up time after time, are the same ones I just mentioned. Overall, the key questions center around relevance of the brand extension and why it makes sense in the portfolio, and ultimately why it should be considered for purchase. Many companies spend most of their time talking about the new brand extension and less time talking about how the brand adds additional value to the overall portfolio and to the parent brand. This leaves the buyer trying to figure out on their own whether they should even pay attention to the new brand. Certainly there is a strong element of brand dilution that occurs in many of these cases. These brand investments can also create confusion in the mind of the buyer. #branding #marketresearch #portfoliomarketing #marketingstrategy

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Is wokeism a smart marketing strategy? This topic is addressed in my latest blog post. Common sense advice for a complex world. https://burghardgroup.com/

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It’s time to move past the arbitrary line in the sand between “consumer” and “shopper” and instead focus on human being behind your insights. Join Luke Orphanides and I at Quirk's Media New York next week where we’ll share some examples of how Nestlé gets the best of both consumer and shopper understanding by focusing on humans and the moments that matter most! #consumerinsights #shopperinsights #humaninsights #marketresearch #quirksny #consumerbehavior #shopperbehavior #mrx

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As consumers continue to tighten their spending belts, the CPG industry is witnessing a shift towards seeking more deals. Leading CPGs had aimed to boost brand building in Q1, but the focus will now likely shift to trade spending with retailers for new promotions. Understanding competitors' MAP policies, pricing tactics, and margins is crucial in the current consumer-centric market landscape. Stay informed and competitive. #CPG #CompetitiveIntelligence https://lnkd.in/geJfhSCq

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Coming up with a range of “collaborative work settings” – which is often the go-to solution today, is just like having a simple list of ingredients to make bread: flour, yeast, sugar, salt, water, and oil. https://hubs.ly/Q02v7HtF0

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TL;DR - Let's explore key considerations for effectively marketing sustainable products in the ecomm space while meeting consumer demands: https://bit.ly/3XuHBjh EL;DR - In late 2023 our team at Kindle and Slate started working with Anne Mulaire, a sustainable fashion boutique based out of Winnipeg, MB. The company was in the process of making a pivot to ecommerce and was looking to take their marketing to the next level, starting with diversifying their channels and developing a strong customer acquisition strategy. ⁠ ⁠ Working with Anne Mulaire opened up my eyes to the world of sustainable marketing and got me thinking a lot about the ‘levels’ of sustainable consumers and how we, as marketers, can reach them. In my latest blog post, I scratch the surface of this complex topic, exploring key considerations for effectively marketing sustainable products and driving positive environmental impact while meeting consumer demands. [ Read here: https://bit.ly/3XuHBjh] I'm so grateful for the opportunity to work with such badass female entrepreneurs who are hustling away, staying true to their passion and values. Check them out - their brand, clothing and values are solid. ⁠

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🌟 Ready to harness the power of Shopper Segmentation for your brand? 📢 Join us Next Thursday for our Emerge Smarter Webinar - I'll join Kathleen Blum (VP, Shopper Insights), as we showcase C+R Research's proprietary Shopper Segmentation tool. It's your opportunity to gain a competitive edge by understanding shoppers’ thoughts, needs, and behaviors in the food, beverage, and household categories. You'll learn: 🎯 How shopper segmentation differs from consumer segmentation 🧐 Profiles of shopper segments: dive into their mindset, preferences, and driving factors 🔧 Utilization of our advanced typing tool for precise targeting and enhanced customer insights. 🗓️ Don't miss out - Next Thursday, April 25, at 12 PM CT!     ➡️ Register now & emerge smarter! https://lnkd.in/gmx28Jvg   #MRX #CRResearch #ShopperJourney #ShopperSegmentation #MarketResearch #ConsumerInsights #Retail #Webinar #PathToPurchase #ElevateYourBrand

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Actable recently published our "Buyer's Guide to Composable CDPs," now available for download at CDP Institute. Succinct, practical advice and guidance for anyone contemplating a composable approach to customer data enablement. Link to the guide below.. #customerdataplatform #composablecdp #composablearchitecture

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Regardless of the state of your business, don't neglect marketing. Oftetimes, marketing budgets are the first to get cut when consumer demand softens. I am pleased to see from this article that 40% of small and medium-sized businesses are maintaining or even increasing their marketing budgets. It’s no secret that your marketing ROI is only as strong as the plans you execute and the channels you choose to reach your target audiences. A large budget doesn’t guarantee results. Heart & Soul Marketing prides itself in being an expert in helping Challenger Brands use their limited budgets as effectively as possible to breakthrough. It’s not enough for your brand to just get noticed; brands need to form an emotional connection with consumers. Not sure how? Let us help you get the best bang for your buck. 😉 #BoutiqueAgency #MarketingStrategy

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Quick read, and a good one, on Creative Effectiveness...

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Typical email promoting the latest analyst report: “Download the report and find out why other people think we’re so great.” when it should be: “Download the report and find out how [Analyst Firm X] ranked the top 6 solutions in [our product category].” No-one wants to know why some analyst thinks your product is so wonderful.  What they MIGHT be interested in is an independent, third-party report that gives an unvarnished assessment of products in your category. Don’t use analyst reports as an excuse for self-congratulation. Sell the value, not the plaudits. #contentmarketing

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New post. Brand led business transformation is a new way of thinking about the role of brands to drive growth by focusing on outcomes and not outputs. https://lnkd.in/eRa_ywNd

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One of the most satisfying parts of being a marketing research consultant is to be able to offer guidance on the most appropriate design, methodology and execution of a research project that will best meet their needs and objectives. Of course, years of experience helps. That said, at the end of the day, it's the client's dime and they can insist on spending it any way they want. As consultants, we need to be aware that client's have budgetary and political considerations that factor into their decisions about what advice to take or not to take.

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JUST LAUNCHED! Decades of data and expertise in what consumers think and feel (attitudinal data), and what they actually do (behavioural data), gives us a unique perspective and rock solid evidence on what influences the choices consumers ultimately make. So, what did we learn from assembling our finest thinkers, and crunching billions of datapoints? 📥Download the free book to deep dive into the analysis and expert advice behind our evidence-based framework on Brand Growth: www.kantar.com/Blueprint #CMO #BlueprintforBrandGrowth #Marketing #Blueprint

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