Using research to avoid brand disaster — Jeremy King // Attest

Show Notes

• 01:57
  How to avoid brand disasters

  It's crucial to gather feedback from target customers in the real world before launching campaigns. Numerous campaigns, like the Peloton ads in Europe, backfired due to the lack of external feedback to identify potential issues early.
• 04:29
  How to test campaigns before launch

  Approximately 1,000 individuals can cover a large market effectively, typically costing a couple of thousand dollars. An effective approach is to present the concept without branding, gather feedback, and address potential issues from subsegments that might emerge.
• 06:49
  Testing for risk mitigation and to refine creative for campaigns

  You can use testing both to assess the potential for backlash from edgy ideas and to refine creative ideas. Testing helps avoid potential backlash and long-lasting damage to your brand and facilitates informed data-driven decision-making in today's marketing landscape.
• 09:16
  Balancing innovation and risk mitigation in marketing campaigns

  While innovation is essential, it's wise to balance it with testing to collect data that supports it. Research and testing can be valuable in ensuring the success of bold ideas and in convincing hesitant stakeholders to embrace a more daring approach.
• 12:15
  The importance of customer involvement before launching bold ideas

  While creative decisions shouldn't be driven by a committee, entirely excluding customers from the creative process is problematic. The cautionary tale of Brandless highlights the importance of testing and understanding market perception before a full-scale launching of a unique idea.
• 16:49
  Balancing arrogance and caution in marketing to avoid brand prison

  As marketers, we need confidence to innovate, yet it's vital to avoid overconfidence driven by confirmation bias. Incorporating customer feedback and opposing perspectives helps us avoid brand pitfalls and ensure that bold moves are strategic rather than just lucky gambles.
• 18:52
  Insights on brand loyalty amid economic pressures

  Attest's research highlights evolving brand loyalty across US regions, demographics, and retailers due to inflation. Even affluent consumers are becoming more conscientious in their brand loyalty choices, underlining the need for tailored marketing using research and data.
• 23:58
  Changing consumer attitudes to environmentally friendly products

  Consumer willingness to pay more for environmentally friendly products has declined significantly in recent years. Brands in this category should focus on achieving price parity to capture the 43% of consumers willing to pay a small premium.
• 27:06
  Capitalizing on budget

  An increasing number of Americans now control their grocery spending with fixed budgets. Brands and retailers have an opportunity to align with consumers by assisting them in adhering to these budgets, creating a positive brand perception, and enhancing the consumer experience.
• 31:22
  Paramount+ leveraging consumer insights for streaming success

  Paramount+ is growing significantly with a free, ad-supported streaming model. The approach capitalizes on evolving consumer decisions in the streaming market and underscores the importance of understanding consumer preferences and pressures to adapt to changing market dynamics.