Download PDF by J. Kevin Ford: Brands Laid Bare: Using Market Research for Evidence-Based

By J. Kevin Ford

ISBN-10: 0470012838

ISBN-13: 9780470012833

ISBN-10: 0470014385

ISBN-13: 9780470014387

The best way we relate to manufacturers has replaced. as soon as, model administration used to be approximately doing issues to humans, and offerings have been made by way of model managers now not shoppers. Now the focal point has shifted in the direction of the buyer, empowering them to make offerings and treating them as participants instead of an amorphous mass. A end result of this is often elevated curiosity in knowing humans as a starting place for model administration. And this is often the place industry study can are available. by way of drawing on industry study to appreciate shoppers, retailers can larger know how to regulate their model. Exploring a spectrum of 12 patron wishes and drawing on first-hand study facts, Kevin Ford presents a confirmed framework for realizing what everyone is fairly trying to find from a model - and offering it.

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Download PDF by J. Kevin Ford: Brands Laid Bare: Using Market Research for Evidence-Based

The way in which we relate to manufacturers has replaced. as soon as, model administration was once approximately doing issues to humans, and offerings have been made by means of model managers now not shoppers. Now the focal point has shifted in the direction of the buyer, empowering them to make offerings and treating them as participants instead of an amorphous mass. A end result of this is often elevated curiosity in knowing humans as a starting place for model administration.

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Extra info for Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

Sample text

It can also be something more holistic and rounded, good for its own sake rather than a cure for a problem. An excellent example would be the THE UNIVERSAL NEEDS MAP 23 retailer Boots, which has adopted the word ‘well-being’ in their website address and other communications. Love We all need love, in big ways and in small ways. This need is all about social contact, whether one to one or one to many. Any brand involved in bringing people together is tapping this need. You will immediately think of telecommunications companies, brand names such as One 2 One (now absorbed into T-Mobile) and slogans such as BT’s ‘It’s good to talk’.

The vertical and horizontal axes shown in the centre of the figure refer to the labels found in the Social Styles system, as used by Wilson Learning. This is a system which has been applied in the business world, across a great many professions and industries. It interprets the vertical axis in terms of an orientation to people (top end) or tasks (bottom end). The horizontal axis presents alternative ways of dealing with people, either ‘I tell’ or ‘I ask’. These are slightly more specific terms for what is often identified as extrovert-introvert (vertical axis) and assertive or affiliative (horizontal axis).

Certainly there are some aspects to the word which are fundamental, such as not getting any nasty surprises. It does have the capacity to undo everything else, if trust is badly breached, but then so does ‘practicality’, if the product or service is unreliable. It doubtless has a connection with longestablished brands, whose personalities tend to sit lower-right on the map, but this doesn’t make it the key driver. It is probably more often a negative driver, one to avoid undermining, than it is a positive driver or key point of differentiation among competitors.

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Brands Laid Bare: Using Market Research for Evidence-Based Brand Management by J. Kevin Ford


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