Brand Research 101: Following the Funnel
Ken Donaven
February 18, 2025
While the idea of a brand funnel is straightforward, proper deployment is crucial for ongoing brand tracking, development, and action.
Category: Brand Research
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Quirks: Methods for Determining Your B2B Brand’s Value
The Martec Group
July 29, 2024
To elevate a brand and maximize revenue, it is increasingly critical for B2B companies to understand the entirety of their brand’s value. From brand mapping to apostle analysis, burgeoning B2B firms have many ways to gauge and grow the impact and awareness of their brand.
How to Understand Your Brand’s “Emotional Value”
Chuck Bean
March 21, 2023
The difficulty lies in transcending the understanding of whether a brand’s emotional value is “good enough,” as it’s much more complex than that. The question of, “Does the data suggest our brand’s emotional value is good?” simplifies the equation. What’s considered good for one brand, category, or product might be detrimental to another.
What’s required to truly understand the emotional nuances that drive purchase decisions, brand affinity, customer loyalty, and even market share acquisition is deep analysis of not only which emotions a brand does evoke for a given market, but also which emotions that brand should evoke.
Understanding Peak-End Theory: How You Can Increase Brand Loyalty
Emily Bielak
April 3, 2019
The “Peak” in a brand experience is the most memorable snapshot in a customer’s memory, representing a moment when his or her emotions were at their highest level of intensity. In fact, there could actually be multiple peaks throughout a customer’s journey.