A few years ago, I was asked by a well known Indianapolis marketing firm to help them get to the heart of one of their client brands. They had already done a variety of focus groups and asked all the usual questions about experiences each of the attendees had with the brand. And each attendee was passionate about their own experience and would argue intensely for their viewpoint. Yet there was no agreement or common thread that the firm could arrive at when it came to brand positioning strategy.
I found out that the focus group facilitators were asking only rational questions about attendees' brand experiences. Yet when you want to understand on a deep level what external (or internal) constituents believe about your brand, you must get past the rational level to the emotional level. This cannot typically be done as a first step. In fact, it's best not to do it in the usual way: getting a group together and asking them to share in front of each other. Emotional depth is an area best mined individually and thoughtfully.
That's how our Deep Dive Brand Chemistry Process was invented seven years ago. From the very first session, we have found that it unearths surprisingly consistent connective brand tissue even though information is never shared among participants of our sessions. Are you ready for a Deep Dive into your brand? Can you afford not to?
I found out that the focus group facilitators were asking only rational questions about attendees' brand experiences. Yet when you want to understand on a deep level what external (or internal) constituents believe about your brand, you must get past the rational level to the emotional level. This cannot typically be done as a first step. In fact, it's best not to do it in the usual way: getting a group together and asking them to share in front of each other. Emotional depth is an area best mined individually and thoughtfully.
That's how our Deep Dive Brand Chemistry Process was invented seven years ago. From the very first session, we have found that it unearths surprisingly consistent connective brand tissue even though information is never shared among participants of our sessions. Are you ready for a Deep Dive into your brand? Can you afford not to?
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