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Author: Tyler Sartin

Direct From London to America with Depop

London-based Depop is looking to make a big splash in America, and Brandware is riding the wave from there to here.  If you’re not yet familiar with Depop, it’s the global fashion marketplace app where Gen Z comes to discover, buy, sell, and connect regarding unique clothing and accessories.  And it’s hot in the UK and EU right now.  So how is Brandware involved?  Well, we’re conducting marketing research to help Depop find the best way to bond with its various target segments in North America.  It’s a fab assignment, and we’re excited to be a part of the newest fashion wave to hit our shores.  Explore...

fuel rewards

Join the Club: RaceTrac Fuel Rewards VIP Membership

Rolling out a new membership program? It’s more fun (and effective) when you invite the whole gang! To introduce RaceTrac’s all-new Fuel Rewards VIP membership, we engaged our strong network of influencers and media in all of RaceTrac’s major markets to encourage new member sign-ups among their loyal followers. Want to save on fuel? Sign up for your own membership here: https://www.racetrac.com/Rewards/RaceTrac-Rewards-Vip ...

message-combination-testing

New: Chorus™ for Communicators

Have you ever struggled with messaging because you really have no idea whether your brilliant copy is actually going to hit home with your various target audiences? One of our newest innovations, Chorus Message Combination Modeling, solves that problem. Whether you’re crafting media materials, a digital ad campaign or social content, Chorus uncovers the most effective combination of individual messages – an important distinction because marketing messages are most successfully communicated in sets instead of individually. In addition to knowing the optimal set of messages for each of your target audiences, you also get a simulator that you can use...

prsa conference

We Support Our Georgia PR Community

The Public Relations Society of America’s (PRSA) Georgia chapter is one of the largest and most active in the country, and we’re proud to be a part of this community. That’s why we’re a Platinum Sponsor of the 2021 Annual Conference which is, of course, virtual. Ready to learn about the latest tools and trends shaping communications? There’s a speaker and a session to answer most every question you might have (or, of course you can always ask us). We hope to see your name on the attendee list! For more info and to register, visit www.prsageorgia.org ...

Mizuno Training Apparel

Mizuno’s New Training Apparel Line is a TKO

We’ve launched everything from sports cars to software, but our heartrates went up a few beats when we recently had the opportunity to introduce our client Mizuno USA’s inaugural Ronda Rousey Training Apparel Collection. She just happens to be one of our very favorite athletes.  Check out this total knockout product line at MizunoUSA.com (because your New Year’s resolution to keep fit could use some legit high-performance style, right?)  ...

compelling content

Compelling Content Creation: 5 Questions to Break Through the Clutter

Consumers are inundated with content, messaging and ads each day. Content creators upload 500 hours of video to YouTube every minute and 100 million photos and videos daily on Instagram, and The New York Times publishes 65 blogs every day. In addition, a 2017 IBM Marketing Cloud study discovered that 90 percent of the data on the internet had been created since 2016. In other words: the internet has no shortage of content and developing unique and compelling content that is appealing to your audience is more difficult than ever. So before hitting publish on your next blog, infographic...

consumer trust

Who Do Consumers Trust, If Not Online Reviews?

It’s a Love Story The history of the relationship between gaining consumers' trust and online reviews is not unlike a love story. In knight’s armor, online reviews enter the scene on a white horse to save consumers from dishonest marketing and advertising by providing authentic reviews from real people. As the online reviews knight and his steed stand there in the majestic light of sunset (A.K.A. Amazon.com circa 1995), consumers stare in awe and fall madly in love at first sight. When this new information source and apparent transparency arrived, consumers proudly posted their status as “In a Relationship” with the online reviews knight,...

brand communications

Brand Communications in the Age of COVID-19

Companies are navigating new ways of working and communicating during the COVID-19 crisis, as well as preparing for what lies ahead. It’s more important than ever to showcase support and thoughtfulness to customers while simultaneously demonstrating to employees their value to the organization. Here are a few tips we’re sharing to help clients with external and internal brand communications challenges related to this new and unfamiliar, fully virtual, economy: General Brand Communication Guidelines: Offer Something Different. Your audience has been inundated with messages from seemingly every brand it has interacted with in the past. To break through the noise, offer a different perspective...

brand tracker

Is Your Brand Tracker Old-Fashioned?

Checking the Pulse of Brand Trackers As marketing researchers we often ask questions like: “What brands do you think of when you think of tennis shoes?”  After all, according to canonical theories of brand marketing, we need to identify what brands come to mind when thinking about a particular category… don’t we? Typically a brand tracker includes measures such as unaided brand recall, brand preference, and brand associations, and those measures certainly serve a purpose. But isn’t it appetizing to think that brand trackers could provide much more? Perhaps even results that brand and marketing managers could actually act on? We thought so. So naturally,...

bad data

Catch More Bad Data with Advanced Approaches

For the past 20 years, the Internet has provided researchers with tools to quickly and efficiently obtain data for marketers. Customarily professional researchers, who have used a variety of tactics to spot and remove bad data, have taken on the monitoring of online data quality. Now, with the advent of easy-to-use survey software, some brands are beginning to bring their research in-house. This means that they have to shoulder the responsibility of identifying and removing bad data and dishonest responses—a critical responsibility they too often overlook. This becomes even more critical as more and more dishonest respondents are becoming experts at cheating and...