Committing to Research First an Essential Step
Most brand failures are not the result of poor quality creative work, but an unclear understanding of what matters most to customers. This is usually a function of a brand development process guided by creativity rather than a solid foundation of fresh market insights. And if the brand is the means by which customers make choices, shouldn’t organizations commit resources to research before launching into a creative process?
Read Building Trusted Brands Requires More “Left Brain” Thinking.
