Validate

  • The standard communication model is an antique. Transform your brand communication from a monologue to a dialogue by getting feedback.
  • Feedback, i.e. audience research, can inspire and validate innovation.
  • Research ha s gotten an unfair rap from the creative community. Though bad research can be like looking at the road in a rearview mirror, good research can get brands out of reverse and onto the autobahn.
  • Use focus groups to FOCUS the research, not BE the research. Focus groups are particularly susceptible to the Hawthorne effect, which happens when people know they’re being tested.
  • Quantitative research is antithetical to inspiration. For epiphanies that lead to breakthroughs, use qualitative research.
  • Measure your company’s brand expressions for distinctiveness, relevance, memorability, extendibility, and depth.