Consumer insight
DefinitionBrand Strategy
Consumer insight
A true, specific and previously unexploited observation about how people think, feel or behave, sharp enough to build an idea on. Not a statistic and not a trend: the test is the wince of recognition, and the tension it exposes is where campaigns come from.
Evidence from the library
Peter Aitken, Head of Customer Strategy & Insights at Kantar: 'Brands that want to grow can't just communicate what they want the world to hear. You must resonate. That's what we mean when we talk about real belief.'QuoteCreator inspiration often drives viewers to research the category rather than buy the recommended brand, so direct-attribution-only measurement misses that demand.PrincipleAwareness is not wrong, it is just far too thin a description of the top of the funnelPrincipleThe 3C's - Credibility, Competitiveness, CommonalityPrincipleSearching for a brand by name is a demand signal, not an exposure metricPrinciple
Put it to work
Source
Marketing Definitions
account planning tradition (Stephen King, JWT; Stanley Pollitt, BMP)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand