Blog posts on brands & branding by Sentient Decision Science, a global leader in implicit research.
We have often been told that stretching is good, even necessary for the full enjoyment and expression of life. Humans and some animals stretch several times a day with often satisfying results. But what about brands? Can brands stretch? How does stretching affect brand perception?
Sentient recently partnered with Schneider Associates to conduct the Tenth Annual Most Memorable New Product Launch Survey. The results of this study have been published in USA Today and can also be accessed at MMNPL. Despite the large number of new products launched in 2011, there were a few that were especially memorable to consumers. […]
Complete the sentence. Every kiss begins with ____. If you consider yourself a marketing buff or a jewelry aficionado, you probably recognize the Kay Jewelers tagline: Every kiss begins with Kay™. Read that again and you might experience one of two reactions.
Since the news came out on Wednesday, I’ve been pouring over video of Steve Jobs’ interviews, talks, pitches – anything I’ve been able to find really – to see if I can glean any last insights. It feels like an urgency to learn, an urgency to understand every last morsel of marketing genius I can […]
Our apologies to Bill Shakespeare for destroying his famous quote. Perhaps we can recover by providing marketers some better-spoken advice related to selling their products and services. Our advice is based upon well-founded research on “construal levels.” Simply stated, construal levels refer to particular cognitive styles consumers use when they evaluate and decide whether or […]