The Market Strategist Blog
Growth-Driven Market Research Analysis, Insights, and Trends
The Evolution of Brand Strategy Shouldn’t Leave Creative Briefs Behind Insight to Action regularly helps clients develop an integrated brand strategy model, including: brand positioning brand pillars brand equity pyramid brand architecture brand extension zones Some examples from Insight to…
All Customers are Not Created Equal Recent experiences with the executive peer advisory groups that I chair have me thinking about customer segmentation analysis and practical tips that can apply to any business. Four times a year, the groups set…
Amid Rapid Change, Brands Re-Focus on the Future What is the highest priority growth and marketing topic for your organization in 2021? If you’re like our clients, brand strategy framework is on the list. Across industries, many organizations that weren’t…
B2B Company Names Need to Work Hard In B2B, the company’s name is one of the first things a prospective customer sees or hears. In developing B2B names, the company should convey its purpose and distinctiveness to customers without requiring…
Colonial Life Example: Integrating Sales and Marketing in a Complicated Marketplace This customer segmentation model is for Colonial Life & Accident Insurance Company. The firm insures over 3 million consumers through 90,000 employers and has an in-force premium of over…
Created through a merger of Franklin Quest and Covey Leadership in 1997, the Franklin Covey brand is well known for training and supporting organizational products, particularly in the corporate or business market. Product variety and distribution to multiple channels makes…
When it comes to beverages, owning a specific drinking occasion is critical. And a detailed customer segmentation strategy will accelerate innovation and growth. The Gatorade brand was built on the premise of replacing what an athlete’s body needs during and…
Global Naming Practices for Cosmetic Procedures We were recommended by a board member to a business that urgently needed three to five appealing product names that could be used in the US and Canada, and ideally, globally. The product was…
American moms are a major market and a focus for many brands. And it’s a highly dynamic group. In 2019, CDC estimated around 3.8 million births. These customer segmentation examples show the choices faced by brands targeting this mega-market. A…
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