It’s 3 a.m., do you know what your Distinctive Brand Assets are?
Can you identify some of these brands? Why are some of them so easy to recognize?
Can you identify some of these brands? Why are some of them so easy to recognize?
Whether you are a baby boomer or a millennial, you likely know who Colonel Sanders is. The image of the Colonel is likely etched deep within your memory, and thinking of him may trigger a variety of different associations from fried chicken to buckets with stripes on them. These mental associations have been built and reinforced through years of advertising, purchasing, and consumption. Repeated exposure to the Colonel has been fairly consistent over the years. Well, that is until recently, when Kentucky Fried Chicken (KFC) decided to change things up a bit.
KFC’s strategy to leverage its most Distinctive Brand Asset – the Colonel
In what is being dubbed the “recolonialization”, KFC has put a renewed focus on its founder, the Colonel, to make up ground against its competitor Chic Fil A. KFC is likely hoping to utilize the halo effect of a man that was known to be a notorious stickler for quality to increase the perceived quality of its food. In a category where functional differentiation is challenging, KFC may be trying to leverage its most distinctive brand asset, the Colonel, to trigger associations of heritage as a point of distinction over competitors with less of a legacy.
Correctly activated, brand assets strengthen memory structures in consumers’ minds in a unique and powerful way. KFC may be using the Colonel to automatically activate appetite appeal through associations with the old-school, honest goodness of Southern cooking.
Canadian families have a new delicious way to add vegetables into their diets, thanks to 2 new product innovations: Catelli Smart Veggie™ and Catelli SuperGreens ™. Hotspex is proud to be one of Catelli’s insights & innovation partners on these delicious and innovative new products.
Catelli Smart Veggie™ sneaks the goodness of carrots and cauliflower into our Catelli Smart® white pasta. In addition to fibre, it provides half a serving of vegetables in every 85 gram portion*. It’s the perfect solution for a nutritious, yet great tasting meal.
*Made from dried vegetables.
Catelli SuperGreens™ is the ultimate veggie pasta. Made from 100% Canadian wheat and the super-goodness of spinach, zucchini, broccoli and kale*, it’s big on nutrients like vitamin A, potassium, fibre, iron and calcium. It’s the perfect way to introduce a little green into your meal ideas.
*Made from dried vegetables.
Hotspex has been built on a philosophy of continuous innovation. Our mandate is to help our clients uncover the most relevant and actionable human insights that can be applied to build mental availability and accelerate brand growth.
As such, Hotspex is very proud to have earned a spot among the most innovative global insights consultancies for the 3rd year running! Our innovation agenda over the past few years has led to the development of exciting new brand building tools. We are proud to have worked with 15 of the top 20 global advertisers in helping them achieve leadership growth by building distinctive brand assets, winning packaging and shopper-based design, and remarkable advertising.
Moving forward, as the insights industry continues to change, Hotspex is committed to collaborating with industry experts and global brands to develop industry leading expertise in implicit and explicit measurement to guide smarter and more strategic brand building decisions.
If you are interested in us sharing the most recent advances in marketing and behavioral science with your team or organization or would like to pilot leading edge methodologies to uncover unique insights and drive fresh new thinking on your brands, click here.
We’re so proud to have had our Senior Vice President Michael Dorr deliver an insightful presentation on disruption in the market research industry at the 2016 MRIA Annual Conference last week in Montréal. Thank you to the MRIA for being such gracious hosts and thank you to everyone who attended our session on the disruptions that our industry is facing.
View Michael Dorr’s Presentation “Danger Ahead… or is it Opportunity?”
If you have any questions, or would like to discuss the challenges and changes facing market research in 2016 and beyond you can contact Michael Dorr at Michael.Dorr@hotspex.com, or on Twitter @MichaelJDorr.
Or to discover how your brand can grow in 2016 and beyond contact Hotspex
Authors: Michael Dorr
How do you exude authenticity, while at the same time selling $2.5 billion worth of product a year? This is the question Anheuser-Busch InBev is hoping to answer this spring with the rebrand of Budweiser and Bud Light.
Let’s take an in depth look into the rebranding of an American icon.
ARF Study on Diversifying Media Spend
What if we told you that you could increase your advertising ROI by 19%? According to a recent article in Advertising Age which analyzed findings that the Advertising Research Foundation (ARF) released at its Re!Think 2016 conference, all you need to do is increase your advertising channels from one platform to two.
Hotspex shares cutting edge research on how brand assets and brand identity accelerate brand growth at the 2016 European Insights Innovation Exchange (IIeX) in Amsterdam
Our SVP of Research, Luke Austin, and CEO, Shane Skillen, had the honor of running a brand building workshop in Amsterdam at this year’s Insight Innovation Exchange (IIeX), hosted by GreenBook. With the 2 key themes of the event being – ‘Getting Future Focused’ and ‘Delivering on the Promise’, Hotspex presented some in-depth insights about how brands can evolve and grow into the future, while ensuring that they stay relentlessly consistent to their purpose and promise.
If you weren’t able to make it to our workshop in Amsterdam this past week, no worries, we’re pleased to bring you up to speed…
The end of a chapter of one of “The Most Interesting Marketing Campaigns in the World”
Bless you, sir this world was never interesting enough for you.
As Dos Equis ejects its iconic pitch man into the stratosphere bound for Mars, the rest of us tragically uninteresting people are left behind wondering why?
Why replace the world’s most interesting pitch man? Perhaps a better question is how?
Regarding Facebook’s New Reactions
We’ve been saying it for a while and maybe the powers-that-be at Facebook finally heard us.
Human emotion runs a wide spectrum and if you can measure them properly, you can provide a much more complete profile of consumer behavior and a better understanding of how brands grow.
While Facebook is being praised for giving its users more freedom to express themselves, is the real winner the advertiser? Who now has access to a new level of emotional data on their content