travel.learning.creating

Month: January 2019

Brands have personalities, too

Brands have personalities, too

Brands are adopting personality dimensions more and more. From their slogans and logos, to their packaging and any characters used. The profile of a brand can be identified by five 5 personalities with human characteristics, driven by facets and traits. The main five are: sincerity, […]

The Building Blocks of an Effective Brand

The Building Blocks of an Effective Brand

Every brand should strive to achieve the highest level of brand resonance possible. In looking at at the Brand Resonance Model, brand resonance sits at the very top. Meaning first brands need to establish who they are, what they stand for, solid brand imagery (in […]

Segmenting for Success

Segmenting for Success

Segmentation, or identifying meaningfully different groups of customers to target, is extremely important when developing a strategic plan to roll out a product or service. Companies wouldn’t want to target everyone (the whole market), but just those likely to engage (market segmentation). For example, when deciding to roll out a new product designed to ease babies to sleep, the market segmentation should probably include women, between the ages of 20 and 40, and more specifically mothers of infants and not all parents. Taking it a step further, why not include daycares or nurseries that care for infants. It’s important to remember that it isn’t about what the product can do, but about the benefits to each target customer and why no one else offers a product like yours.