tag:blogger.com,1999:blog-6113056449775289221.post2126410078808849426..comments2023-07-15T04:54:25.300-07:00Comments on Shopper Watch: Millward Brown's Nigel Hollis attacks "voodoo" researchRobinhttp://www.blogger.com/profile/04015015073681381911noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-6113056449775289221.post-19468472149983821482009-04-01T19:27:00.000-07:002009-04-01T19:27:00.000-07:00Nigel - glad you are putting a stake in the ground...Nigel - glad you are putting a stake in the ground. We've probably had too many questions and should start discussing the answers.<BR/><BR/>I will return to your blog and am encouraging people to join this.<BR/><BR/>And I'm sure your glasses are trendy too.<BR/><BR/>Brian - I am going to get in touch to discuss that idea of self in brand meaning.Robinhttps://www.blogger.com/profile/04015015073681381911noreply@blogger.comtag:blogger.com,1999:blog-6113056449775289221.post-34868144081446540532009-04-01T06:58:00.000-07:002009-04-01T06:58:00.000-07:00Damn, and I thought my spectacles were trendy too!...Damn, and I thought my spectacles were trendy too!<BR/>The funny thing is that I do not disagree with the many of the points made in the ARF session. What I fundamentally disgaree with is the way it has been reported.<BR/>Of course we don't analyze every single decision we make. Even when we do our analysis is influenced by our emotions.<BR/>And I agree that creativity is key to marketing and research. As you will see from my follow-up comments to the original post you will see that I belive the key thing missing from research is insight, aka creativity, the ability to see beyond the numbers and imagine how things could be.Nigel Hollishttp://mb-blog.comnoreply@blogger.comtag:blogger.com,1999:blog-6113056449775289221.post-1523286953206731932009-03-31T21:19:00.000-07:002009-03-31T21:19:00.000-07:00Gotta agree with most of the ARF article. OK, we ...Gotta agree with most of the ARF article. OK, we can say that there is a lot of journalistic hyperbole in it, but I do agree with the assumption of "an impossible degree of analysis" on the part of the consumer. This is not to say that models don't have a place in research - they do. They can predict optimal product features, pricing, distribution methods and competitive factors in very nice ways.<BR/><BR/>However, in terms of relying on models to create a "brand meaning" or "essence", I've got to agree with the latter part of the ARF article. In fact, I quite like the fact that "Brand loyalty" is really "self loyalty" and "through you, I become more of me." It's actually a fundamental tenant of the psychotherapeutic relationship. A person self-actualizes in the presence of someone who can hold their own ground and accompany a client on a journey of self-realization.<BR/><BR/>Would the article be interpreted more favourably should we replace "shaman" with "evangelist"? We're always talking about people responsible for brands as evangelists for a particular meaning - just look at Steve Jobs at Apple - he is out to change the world. And despite the fact that he sells computers and software, I don't think he's relying on a model to create his brand's essence. Jobs is doing exactly what the article suggests, getting consumers to realize that Apple is like them (underdogs), the fact that Apple likes them (view Apple advertising) and the fact that using an Apple will make someone "more complete".Brian Baumalhttps://www.blogger.com/profile/13979778780322097603noreply@blogger.com