Fresh perspectives redefine brands in the recession

The article describes Brandalysis, a research model designed to uncover new insights about brands. It involves: 1) a detailed review of all existing knowledge (including all levels in the organisation), 2) `introspection’ among marketers, insight managers, outside agencies etc.

Fresh perspectives redefine brands in the recession

David Iddiols

You're walking to your local shops. The route is totally familiar. You look right, left and ahead. Now imagine looking up – you suddenly encounter a new vista. A new element has entered and reshaped your world view.

Now transport the same principle to assessing brands. We have heard so many brand 'truths' that we have become blasé about what brands stand for. Much conventional research only contributes to the mountain of known data about brands. That's why marketers often lament that they have heard it all before.

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