Don't Look Away
It was a warm day in Los Angeles when I was on my walk back from the bakery with a load of bagels. As is becoming an all-too-often occurrence in our city and so many others, a homeless man was standing on the sidewalk, leaning up against a pillar, with the noonday sun beating down directly on him. I stopped, and handed him a bagel and a bottle of water. As I did so, I looked him in the eye and told him to have a good day...Read Article »
How I Went from Naysayer to Blue Apron Convert...almost
It’s true. From working my way through most of the Momofuku Milk Bar cookbook to lacto-fermenting at home, I pride myself in doing everything by hand and from scratch. But don’t call me a hipster, please. I’ve been this way since the early 90’s when I discovered Martha Stewart Living.
Naturally, I looked to the recent rise of meal kit delivery services with disdain. “I can’t believe how wasteful you’re being,” I would say judgingly to any friend who admitted they were using such a service...Read Article »
Meet Jason Ward, BrandIQ's Newest Addition
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We’re excited to share some great news! Jason Ward has joined our team as Vice President, Brand Strategy & Innovation. He comes to us with more than 16 years as a consumer analytics and product development executive with experience spanning multiple industries. In fact, we got to know Jason when he was our client at Applebee’s so he is no stranger to BrandIQ and he is familiar with the work we do and our frameworks...
BrandIQ is a Certified B Corporation!
For well over a decade, BrandIQ has provided best-in-class brand strategy and market research capabilities to help America’s favorite brands inspire people to live active, healthy and engaged lives. Using business as a force for good has always been a part of our DNA, so we are thrilled to announce that we are now a Certified B Corporation®.
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Food Innovation to Satisfy My 2-Year-Old Dictator
Sunday mornings always seem the same. The same restaurant and the same order for my son, “he will have the kid’s waffle please.” Unfortunately I feel terrible every time because although my son will actually eat the waffle, I know there is nothing nutritious about it. It’s a constant trade-off between staying home and preparing fun, homemade Octopus Egg Scrambles (something healthy we created at home that our son actually eats), versus getting him out of the house to explore new environments, but always eating something unhealthy...Read Article »
Are you transacting in culture?
I came across this question recently while researching trends that are shaping the retail industry, and find it to be relevant to the conversation about creating next-generation brand engagement in the evolving landscape of consumer mindsets.
Engaging people in strong, relationship-building ways requires delivering something much greater than can be achieved via traditional off-the-rack retailing strategies. Consider how to create experiences that invite customers to partake in something more than the goods and services that you are promoting...Read Article »
MaxDiff and Me - Eliminating Product Confusion and Attracting Consumers to Your Brand
I get a call from my wife about once a week on my commute home. “Can you pick up five things from the market? Should I text you a list?” My response every time is “A list for five items? No I don’t need a list. I can remember.” But my over-confidence is usually the start of things falling apart. I start picking out the items I need and slowly, but surely I come up with only three of the five items...Read Article »
A New Chapter for BrandIQ
When I was hired as a Research Associate at BrandIQ, I had no experience in market research or, rather, any private sector business, but I saw great value in my new appointment at an innovative company consulting for some of the most successful brands in the country. After 2 years in graduate school learning about corporate social responsibility, and 3 years in non-profit management, I was at BrandIQ to understand how to translate what BrandIQ was doing in the private sector to the public and non-profit spaces...Read Article »
Happier Meals, Happier Parents - What QSR can learn from Kid's Clothing
We recently completed a quantitative Brand Health study for a well-respected, high quality kid’s clothing brand – known for long-lasting, durable clothes made from organic cotton. It turns out that their core customer is wildly passionate about it. They love what it has to offer, consider it far superior to other brands and are willing to pay more for it...Read Article »
Be Beyoncé, Not Bono: How to Connect with Millennials
Clients often ask us something along the lines of “how can my brand appeal to Millennials?” To address this question, we bring young consumers in at the beginning of our creative process and involve them throughout the cycle of a project. Using the voice of the target consumer (in this case, the often-discussed but ever-elusive Millennials) we craft brand stories and creative deliverables (what we call ‘artifacts’) to help bring the brand to life for a company in a way that resonates with the target...Read Article »