What 2018 Trends Mean for Advertisers

Last week, we talked about some of the emerging trends we’re seeing in advertising this year. While it’s great to know what’s changing, you probably want to know what this means for you. How does all this translate into how your company approaches advertising?john-jackson-636232-unsplash

What does all this mean for the use of online video? A few things:

  1. Video is not a tactic, it’s a strategy. Having a great video advertising campaign does not mean you don’t need a strong brand strategy – you do.
  2. No, you cannot just repurpose your TV advertisements. TV commercials are consumed passively, whereas consumers actively choose to watch online videos. That means you have to give them a reason to choose yours.
  3. Take advantage of different length options. Give people the chance to see more if they want, but don’t force it on them. Don’t be the person who insists on being best friends as soon as you’ve met. Let them get to know you a little, and once you’ve piqued their interest, make it easy for them to access more.
  4. Viewers are getting used to being catered to. This means, if content isn’t relevant to their interests, they can easily click away – and they will. This gets back to the point about how online content is more active than TV commercials. While they may not always have the option of clicking away from your TV commercial without missing part of their show, they usually do have that option online.
  5. Take advantage of new technology, but use it to add value, not just to show off.

What does this mean for the research world?

  1. Know your facts. The increased accessibility of data has led to a corresponding wealth of misinformation. Users are increasingly suspicious of what they see online, especially if it’s in an advertisement. Plus, they can usually fact check you fairly easily, so make sure you get your facts straight.
  2. Understand the ethics of data usage. The ability to better target our digital audience is tempting, and should be used, but not at the expense of the consumer. It’s a fine line, and in some cases, a blurry line, so tread carefully until the line gets more defined. And listen to your customers when they say you’re creeping them out.
  3. Researchers need to collaborate with the creative team in order to make smart innovation. What you’ll need to do is take unique client problems and find reliable, trustworthy ways of addressing those problems.

What does this mean for the creative team?

  1. While storytelling used to be something that was nice to have, it’s now a must have.
  2. Memory is more important to branding than ever. People are flooded with content these days, and the key to standing out from the crowd is to make an impression that lasts.
  3. The age of disruptive advertising is over. People can pay more to opt out of commercials in their streaming services, they can mute, skip over, and click out of the advertisements they do see, and they often have the option of saying whether the commercial is relevant to them. Pay attention to these trends, accept that your content will only be seen by those who want to see it, and give them a reason to watch (or better yet, interact with) your content.
  4. Creative is king. No matter what you’re selling, no matter what platform you’re on, finding creative ways to position your brand and communicate with your audience is more important than ever.

While we’ve done our best to identify trends that are on the way up (which means they are likely to remain important, and even gain importance as time goes on), remember that our world is changing faster than ever and staying ahead of the game is a constant process. Keep researching your audience, keep track of what works and what doesn’t, and above all, stay creative.

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Advertising Trends in 2018

rawpixel-603653-unsplashMany of the conversations we have with our clients focus on trends we are seeing in the industry.  Below we share what we are seeing this year.

Video
The standard conception of advertising tends to revolve around TV commercials, and while those are still dominating ad revenue, digital video (particularly mobile video) is the fastest-growing type of video consumption.

Social media is currently the fastest-growing channel for video marketing, so making videos that are short and sharable is vital for reaching your customers who get most of their content from social media.

Mobile
We can’t live without our phones and we expect them to help us knock things off our to-do list and entertain us at the same time. This is a big part of the reason digital video is overtaking TV. People are consuming more and more content on the go, and that includes advertising.

Audio Marketing
Audio marketing is also on the way up. Podcasts are continuing to grow in popularity, and many of them use advertisements and/or sponsors to fund their podcast.

People now listen to music. Online more than ever before. In 2017, about 41% of music was consumed via streaming services such as iTunes, Spotify, or Pandora, all of which have advertisement options, leaving plenty of opportunities for messaging.

Voice assistants are also changing the way consumers are interacting with brands, which means voice search is going to have a significant impact on how consumers look for and find information. You definitely don’t want to be behind the times on that trend.

Social Media Marketing
Technology gave us social media, and now technology is changing the landscape of social media. As AI continues to grow and adapt, we’ll see more things like chatbots, where people interact with robots, rather than people.

Developing technology also allows people to play around with new capabilities, so expect to see more people experimenting with their new toys online.

And while Facebook may have been the original social network, and is probably still the most used, it’s hardly the only one out there. Other networks are continuing to expand their reach and increase in relevance, especially Instagram and Snapchat, which are both great platforms for video.

These channels will likely continue to gain prominence alongside digital video, which currently makes up 90% of all shared traffic online. Experts estimate that as much as 80% of all online consumer traffic will be in video form by 2020.

Let’s Get Personal
The great thing about digital video is that it’s easier than ever to target your ideal consumer. While you know your demographic is likely to watch a certain channel or TV show, wouldn’t it be great if you knew they had actively searched for products/services like yours?

Digital tools allow us to do just that. You can have your video pop up when someone searches for keywords related to your business, or have it appear in their social media feed after they’ve viewed other sites like yours.

Additionally, addressable TV advertising is getting better at letting you choose which households view your ads. That means, instead of everyone who tunes into the program seeing your ad, only the households who are most likely to respond to it will see it. That is golden.

Finally, over the top (OTT) media is a way for streaming content providers to sell video and audio services directly to the consumer. Because streaming media is a standalone product in this case, advertisers get to skip the providers of standard services, such as broadcast or cable television. They go straight to the consumer without having to worry about a third party getting in the way.

But most of all, Tell Your Story
While you now can reach the ideal target any time, storytelling has always been – and remains – one of the most important ingredients in a successful advertising campaign. We are primed to listen to and remember stories, which means if you can successfully incorporate your brand into a story, and make it an inherent part of that story, you’ll be sure to win customers.

So What?
We get it. There are a lot of changes happening in advertising, both online and off. But what does it all mean for those of us in the real world? How is this going to impact how we do our jobs?

Come back next week to find out. We’ll be discussing what all these changes mean for advertisers, and if you haven’t already, you can sign up for our newsletter to make sure you don’t miss out.

 

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What Comics Can Teach Us About Storytelling in Advertising

mahdiar-mahmoodi-573573-unsplashWhat can comics teach us about storytelling? If you’re reading this, you likely focus on storytelling in the context of brand communications. And like me, you might ask yourself, “Are there even similarities between comics and advertising?” I can tell you, after reading Scott McCloud’s books, “Understanding Comics” and “Making Comics,” that the answer is a resounding, “Yes!” You see, it doesn’t matter if you work in comics, advertising, movies, or any other medium – the principles of good storytelling are universal. And that is exactly what these books teach us: How to tell a good story.

In advertising, “storytelling” has been a buzzword for quite some time. It is nearly impossible to read anything related to marketing or advertising and not hear this all-important term. And while there may be other new and exciting topics to talk about in our industry, here I am, writing about storytelling. Why? Well, because it IS important. And it is especially crucial in advertising as brands try to make meaningful connections with consumers and create long-term branded memories in their minds.

Below is a list of five principles from McCloud’s books that can help brands tell a clear and purposeful story to consumers:

1. Sequence, Transitions, and the Importance of Cognitive Ease
Advertisers have a limited amount of time to connect with consumers. Whether it is due to the length of the creative itself in a TV advertising environment or the myriad of distractions in a social media/digital environment, all brands are working on borrowed time. Given this fact, it is important to make it as easy as possible for consumers to process the information you are presenting to them. Known as “cognitive ease,” the idea is simple: Don’t make viewers work too hard! McCloud talks a lot about sequence. Interestingly, sequence is also the very first thing my kindergarten daughter learned in school this year. In her case, she would have to put pictures in sequential order: the dog played outside in the mud, the dog was given a bath, the dog dried off. This is something we learn at age 5, and something that our System 1 brain can easily process. However, brands will sometimes present events out of sequence in their advertising. And while this can be a creative way to tell a story, it also requires more mental effort from viewers. In an ad for a telecommunications company, the viewer follows a little boy as he slowly grows older. However, right before the ending, the ad goes backward in time to revisit the now teenage boy as a young boy again. While this creates a sense of nostalgia and positive feelings, viewers become lost while trying to reorient themselves to this out-of-order scene and visual engagement is lost during this sequence.

Cognitive ease is also a factor during scene transitions. McCloud details the different types of transitional techniques, including the “scene-to-scene” transition. This type of transition is often used in advertising but can be hard for viewers to follow. In an ad for a regional coffee brand, the story begins outside in nature. However, the story quickly transitions to the inside of a restaurant…and then to back out to nature…and then back inside the restaurant, again. With every scene change, viewers must try to reorient themselves within the story. These quick transitions take place faster than respondents’ brains can process the information. As a result, many important moments in the ad end up on the “cutting room floor” of consumers’ memories.

2. Communicating with Clarity
McCloud says that “clarity is the path that leads to the goal of understanding.” For advertising to be successful, it is imperative that consumers understand the intended message, or messages. However, strictly sticking to a clear and rational message might lead to softer entertainment and engagement. On the other end of the spectrum, McCloud explains, is intensity. This is where you can capture attention and razzle dazzle your viewers. While both clarity and intensity can work together, it is also a balancing act. Too much clarity with too little intensity can lead to boredom. However, too much intensity with too little clarity can distract from your story and key message. Sticking to a single-minded message is one of the best ways to achieve clarity. It can also be executed in a manner that is captivating and intriguing. While the idea of being “single-minded” might sound boring, it doesn’t have to be. As one of my colleagues says, “Single-minded doesn’t necessarily mean simplistic. You can have a connected series of ideas, but keep those connections clear.”

3. Choosing Words and Images That Communicate Together
When words and pictures both send roughly the same message, McCloud calls this a “duo-specific” technique. And while he explains that there are multiple ways that “words and pictures can work together to maximize clarity,” A/V synch is probably the most common technique used in advertising.

Audio/visual sync is a term that has been around for a long time and whose importance, in terms of lifting performance and recall, continues to hold true today. In today’s distracted viewing environment, if you only show your brand on screen but do not say it, those who might be scrolling through Facebook as the ad comes to a close might miss that last, key branding moment.

4. Creating Compelling Characters with Inner Lives and Unforgettable Appearances
It is hard to imagine a story without characters. Using characters in advertising helps to add engagement and relatability. McCloud explains that there are three qualities that no great character can do without—visual distinction, expressive traits, and an inner life. Oftentimes, a brand uses characters to tell one story and then consumers never see them again. In these cases, it would be tough to apply McCloud’s character principles. However, many advertisers aim to use spokespeople and other consistent characters as brand icons—people you see and instantly know which brand they represent. In these cases, it is easy to see where McCloud’s ideas fit in.

Think of Flo, from Progressive. Her trademark hair, red lipstick, and crisp, white uniform represent her “visual distinction.” Her over-the-top enthusiasm and humor are her “expressive traits,” while her overwhelming desire to help customers gives us a peek into her “inner life.” Remaining consistent with these three qualities over many years has helped Flo become an undeniable success for the brand. Leveraging McCloud’s books can help advertisers develop a unique character that has the potential to become an icon that consumers can both connect with and easily identify as representing their brand.

5. Utilizing All Five Senses
We use all five senses every single day. However, advertising exists in a dual-sensory world, using only sight and sound to communicate. How can ads also communicate touch, taste, and smell? One of the best ways is to appeal to consumers’ mirror neurons. In simple terms, mirror neurons allow us to adopt another person’s point of viewer when we watch them perform an action. It is a mental rehearsal of sorts. This works exceptionally well in food advertising. We all know that the goal of food advertising is to make the food look so delicious that we want to go out and buy it and eat it for ourselves. The best way to do this is to create a virtual experience for the consumer. Showing someone not only eating the food, but also enjoying the food, is key. As cliché as the “bite and smile” might sound, it gets those mirror neurons firing in the minds of consumers. Mirror neurons also come into play in advertising that features technology. Many of the most successful ads in this space show a character physically interacting with the technology. Think about those first iPod Touch ads. Showing someone holding their phone and using the app helps consumers mentally rehearse the situation and can help create memories of brand satisfaction.

In the evolving world of advertising, good storytelling has become table stakes for a brand’s success. By utilizing the ideas in McCloud’s books, advertisers can tell coherent brand stories that will both resonate with consumers as well as form long-lasting branded memories in their minds.

I would love to hear your thoughts. If you haven’t read them, please do. I think you will get as much out of them as I have.
Ashley Shelley, Research Director 

 

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Getting Down to Brass Tacks: Creating Social Videos in a Scrolling Environment

acer-device-facebook-6168When really examining why most people use social media, the reason quickly reveals itself: we want to learn AND feel. For most social users, this educational and emotional quest often revolves around friends, family, the world…but it also includes brands. So, in today’s scrolling environment, what things should brands keep in mind when creating videos for social media?

Make Your Content Consistent & Easy to Follow
We all know that grabbing attention is important, but branding is essential in order to receive full credit for the engaging content. To ensure your brand receives this credit, brands should prioritize consistency of content. Consistency of style, story, brand slates and music within a single execution (or across multiple executions, within a campaign) helps strengthen a brand’s identity. This ‘persistent consistency’ of visuals and messaging makes it easier for viewers to tie the content to the brand.

Conversely, when an ad leaves the viewer to make this connection on their own, cognitive strain can occur. For example, the characters in an ad might be well-liked and do well to generate strong positive emotion. But what if that same spot has poor audio/visual sync? Viewers will have to work that much harder to understand how what they are seeing on screen fits with what they are hearing or reading. In an environment where sound is not always used, this extra work will likely produce elevated levels of confusion and distraction.

Brass Tacks: Viewers on social media are lazy. Don’t make them work too hard!

A Balancing Act Between Execution & Content
In social media video ads, the first few seconds are important to keep viewers engaged. As a result, many executions focus on delivering an immediate ‘wow’ moment to grab our attention. But what about, you know, the stuff after that? Making sure that your ad has strong content following the hook is just as important. Just because you’ve got someone’s attention does not guarantee ultimate brand impact.

The key is to find the appropriate balance between grabbing viewers’ attention and making the content that follows interesting. The more interested the viewer, the more enticed they will be to want to get to know the brand.

Brass Tacks: For social videos, strong content without strong branding is merely entertainment.

Social Video Ads Don’t Have to Be ‘Flashy’ to Generate Strong Emotion & Motivation
Today, there are many things to distract us from focusing on one particular thing, let alone an ad. Because of this, there is a general misconception that social video spots need to be ‘flashy’ or ‘outlandish’ in order to grab your attention. More straightforward, rational information won’t be able to capture and maintain attention. This is simply not the case. Rational and relevant information can be interesting enough to keep people engaged with your content. Moreover, when social video ads generate an emotional connection with the audience and share rational information, the audience is much more likely to act.

A great example of an ad striking this balance is U.S. Bank’s :60 social video, “Financial Advice for New Couples.” It effectively speaks to consumers on both a rational AND emotional level. The ad encourages viewers to create an open dialogue with their partner about finances. Though the ad isn’t necessarily flashy, viewers relate to and believe the information presented and find it important. As a result, viewers exit the video feeling much more positively about U.S. Bank, leading to strong motivation.

Brass Tacks: The best social content speaks to the head (rational) AND the heart (emotional).

Compelling Storytelling (Not Ad Length) Determines How Long Viewers Will Watch Social Videos
Compelling storytelling is king when it comes to getting viewers to spend time with you. Content that rewards viewers by way of entertainment and/or delivery of relevant and new information warrants more time in viewers’ minds.

Take a look at the Bombas social video. Despite its 3-minute length – a LONG time for someone to engage with an ad on social media – the spot maintains viewer attention, has a clear role for the brand, presents relevant and new information, generates strong positive emotion and goodwill for the brand and, ultimately, motivates the audience to take action. Compelling storytelling at its finest.

Brass Tacks: There is no rule on how long your social video should be. Prioritize the quality of the story over the length/duration of your ad. As a result, your audience will want to spend more time with you.

 People use social media to LEARN & FEEL. Take advantage of that and remember:

  • Keep your content consistent – within or across a campaign.
  • Don’t make viewers work too hard to tie what is being said and shown – remember some may have their sound off.
  • Strong content without strong branding is merely entertainment. Grab their attention early but maintain it with relevant information
  • Rational information can work just as hard as emotion. The best social content speaks to the head (rational) AND the heart (emotional).
  • Shorter doesn’t always mean better. Prioritize the quality of the story over the length/duration of your ad.

Richard Bilbee is a Research Director and Pun Master at Ameritest.
For more information, contact us at info@ameritest.com

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How Well-Crafted Research Will Leave You Shouting, “Dilly Dilly!”

I recently found myself in conversation with colleagues about the recent article by Tom Denari in which he describes copy-testing as a “usually blunt instrument that beats out the sometimes unexplainable magic of an ad or campaign.”

shirly-niv-marton-377770-unsplash

Sticking with the “Dilly Dilly” theme, Denari tells a story about the King and Queen of Marketing to illustrate his point – When the Duke of Advertising presents the King and Queen of Marketing with a thoroughly copy-tested campaign that eliminates all downsides of risk, the Queen bans the Duke to the Pit of Misery, lest he (or the royal spectators) forget that there’s an upside to risk.

Risk taking can lead to unforeseen opportunities and is an essential part of growth. Haphazard risk may even be sporadically successful, as seen in “Dilly Dilly.” However, what might the Queen of Marketing have said to the Duke of advertising, if, when he had rolled out his scrolls, he’d proclaimed, “Your highness, fear not the Dove soap attempt to portray diversity, nor Lady Jenner’s representation of Pepsi’s global unification efforts. I can even spare the kingdom from lady Doritos!”

I must say I agree with Tom. Anyone who advises the use of a blunt tool to deliver copy testing results deserves to be dragged away, as the subjects cheer, “Dilly Dilly.”

Be it a surgical, mechanical, or creative tool, a blunt instrument typically damages the tissue, functionality and intrinsic value of a thing. However, finely crafted tools have the ability to advance products and services.

The real question is, “What tool are you using? How and why was the tool designed?”

In a previous career, as a former school teacher, I taught in an alternative Waldorf educational system, which opposes the mainstream emphasis on constant assessment and testing, because testing can beat the joy and magic out of learning. However, had I sat in front of parents during parent-teacher conferences and said, “Your child’s happy at school, but I can’t tell you how s/he’s performing academically” I wouldn’t have survived my decade-long teaching career.

Assessment, just like risk, is necessary for growth, and it doesn’t have to beat out the magic. There’s good and bad research, crude and sophisticated assessment tools. Well researched copy testing, grounded in a proven methodology, is simply a dress rehearsal that provides clients with optimization feedback. Well researched copy testing champions the creative, collaborates with clients and forms a partnership with the brand.

Creatives and Brand Managers should be encouraged to take risks and to create something noteworthy, like “Dilly Dilly.” Risk taking also has a better chance of succeeding when guided by a research-based methodology that mitigates failure. At the end of the day, creatives and Brand Managers are free to “take it or leave it,” in terms of heeding copy testing results. However, if using a well-crafted tool, designed with the intention of optimizing brand communication, it seems that mitigating the downside to risk, while pursing the upside, might better leverage the gold coins in royal coffers.

Sarah Akerson is a Research Analyst at Ameritest.
For more information, please contact us at info@ameritest.com

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Collaboration as a Model for Brand Growth

The ARF’s Creative Council’s mandate is to help the advertising community define or evolve collaboration models that can guide an improved process for researchers and creatives.

While there is not one model out there for how research and creative teams can collaborate and share insights most effectively, there are characteristics that all good collaboration models possess. These attributes can serve as a kind of model for us all as we examine our own approaches to collaboration, and how to make them personally enriching, powerful and effective.

Collaboration can be defined as people, often groups, working together through ideas, deniz-altindas-38128-unsplashsharing and thinking to accomplish a common goal. It is the words common goal here that may need renewed focus, especially as we consider the two groups of research and creatives.

It’s easy for the research goal to become the delivery of a bullet proof evaluation of the advertising, sending the creative teams on the agency side to scramble for their Marine-vetted protective gear. If the agency’s goal is to get the creative out alive, and be ready to fight back, there’s clearly no collaboration in play. This combative old-school model is unfortunately still alive and well, despite the fact that today’s reality of research consultants using learning systems, and not blunt pass/fail systems, exist; every day, these are applied with both speed and creative intelligence for brands. But, beliefs can be hard not only to replace, but to even question—especially when so much is at stake.

And what’s at stake is actually the point: it’s the brand that’s at stake, not protection of the research or the creative. Every branded communication has the potential to positively evolve the brand’s story and its meaning. And that’s why both evaluation and creative exist.

With that in mind, here are five core competencies of any research and creative collaboration:

  1. Extend Trust: If these two teams working for the brand are willing to entertain the possibility that each has, with integrity, taken a kind of Hippocratic oath to “do no harm” to the brand, that openness becomes the simple yet profound “reality” that sets their unified goal and focus. Without it, rocky beginnings can lead to escalation and increased conflict, instead of brand learning for all collaborators.
  2. Respect Creativity: Creativity is not limited to the agency side, but agency creativity is different than the creativity required for innovative heuristic measurement. Respecting the discrete skills, as well as the grit required on both sides that got everyone in the room, will help check researchers’ temptation to act like filmmakers, and it will help agency creatives not ignore the substantial knowledge base of researchers who have diagnosed thousands of ads.
  3. Prioritization: Simply put, this collaboration needs to be seen as important across the entire brand team. I’m sure many advertising researchers out there have looked forward with excitement at the prospect of connecting with the brand’s agency at a presentation, only to find them absent or glued to their phones. And, undoubtedly, many agency creatives have attended those presentations in the past, only to be handed a pass or fail, without a shred of learning the “why.” The brand needs to become an outspoken advocate of collaboration, and politely insist on intelligent engagement from all.
  4. Measurement: There is no opportunity for great collaboration unless it is expected by the brand and evaluated as a key success factor, on both the research and agency side. A brand should be just as hard on a researcher that cannot address the “why” behind performance when questioned by a creative as it is on an agency that declines invitations or dismisses true participation.
  5. Face-to-Face: There’s barely a day that goes by when someone doesn’t examine the costs of technology when it comes to limiting that feeling of “belonging” that humans crave. One of the greatest predictors of effective collaboration is whether the team members actually have personally met each other. This lessens misinterpretations and it builds empathy and connection—increasing the willingness to believe that all are there to do no harm. If a brand priority is having at least an initial human-to-human meeting, effective collaboration is far more likely.

Researchers face continuing innovation with data sets and analysis; creatives stare down a changing branded communication landscape on a seemingly-daily basis. Our collaboration will only help us all learn faster and adapt with greater confidence.

Our industries need this, desperately. And so do brands. Let’s give it a go.

Amy Shea, Ameritest Senior Research Consultant and member of the ARF Creative Council
Please be sure to visit the ARF’s Creative Council, https://thearf.org/councils/creative-council/

 

 

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Two Days in Brooklyn: The Quirks Event

Last week, a couple of us traveled to Brooklyn for a few days to attend The Quirk’s Event.

With more than 70 sessions to peruse and 90 exhibitors to visit the key take-aways are many. When asked what most stood out to me, I scratched my head, because my System 2 started to cramp, and cherry-picked a quote from one of the speakers to represent the entire experience.

“If you don’t make it into my long-term memory, I can’t access you to make a decision.”

This statement came out of the mouth of a neuroscientist. And, although our practices are very different, we agree with each other completely. Across our industry, no matter the angle we come at it, we’re all driving toward the same outcome – to create the most durable brand possible. It doesn’t matter if it’s through improving the product experience or creating more engaging stories to support it, we’re all looking to create the most MEMORABLE moments that can cast a shadow across our competition’s similar activities. (At Ameritest, we have seen that the most powerful branded memories can–and will–eat the weaker ones for lunch.)

Since I don’t know if the others who attended the conference (or took the stage) would agree unanimously that this is the most important take away, I made a list of the things that also stuck out for me.

  • System 1 and System 2 understanding is still being developed across our industry and bringing us to deeper insights about the human beings we observe and how to serve up our own unique product offerings.
  • Emotions clearly reign. The fact that human beings are primarily emotional beings is now greens fees. Gone are the days where people debated this fact. As an industry, we now accept that emotion is the root of all decision-making.
  • Data visualization and narrative-driven research results are still both very hot topics. Each is being developed in order to build more visibility for ourselves and our colleagues at key decision-making points.
  • No ad formulas. There is no one formula for a good advertisement. Single score systems (especially in the DIY market) are not gone, but their utility is eroding as more intellectually-hungry leaders are asking much more strategically challenging questions than those of yesterday.
  • Do you know WHY? The WHY behind everything is important for organizations, teams and brands for many reasons. The WHY helps everyone find their centers of gravity in order to communicate authenticity. (At the risk of beating the Simon Sinek drum too much, I’m going to recommend this TED Talk.
  • Understand the power of context. Contextual placement of messages is still in its nascent stage. We haven’t begun to scratch the surface of understanding how to create the sweetest spot of all – the ability to match the emotional context of the brand, its category, the medium and the human being’s specific physical space. One corporate researcher’s sole focus within his organization is to operationalize the identification of this “emotional circumplex.”
  • Big Data vs. Big Research. Know the difference in order to continue building on your own education and our industry’s relevance.

I would love to hear from other attendees and their key take-aways. Drop me a line!

Onward!
Becarren
becarren@ameritest.com

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