Category Archives: Brand Positioning

The Brief in a Creative Brief

A rich man creates an amusement park featuring dinosaurs his team has hatched, as visiting scientists deal with the deadly consequences of interfering with nature.  Three scientists with an interest in the paranormal are fired and decide to start their … Continue reading

Posted in Advertising Research, Brand Positioning, Emotion, Memory, Storytelling | Tagged , , , , , , , , , , , | Leave a comment

In Making a Story

When I began my career in communications and brand research, I thought of my previous careers as trunks to be stored away in the mind’s attic—perhaps pulled out in a far-distant future when I had time for reflection, meandering beach … Continue reading

Posted in Advertising Research, Ameritest, Attention, Books, Brand Positioning, Emotion, Memory, Motivation, Storytelling | Tagged , , , , , , | Leave a comment

What’s The Reality Of Your Perception?

Years ago, Rolling Stone was struggling to make its numbers. Readership wasn’t the problem. The issue was media buyers’ perceptions of the magazine. And their perceptions were ruling their decision to not buy the Stone’s advertising space, which was critical to keeping the … Continue reading

Posted in Advertising Research, Attention, Brand Positioning, Emotion, Memory, Storytelling | Tagged , , , , , , , , | Leave a comment

“A Memorable Impression: How to create brand memories in advertising”

In the June 2017 article for Quirk’s Media, Ameritest CEO, Chuck Young, delves into how marketers can sell to the “three brains” of the consumer: Physical, Emotional and Conceptual. You can read it here: https://www.quirks.com/articles/how-to-create-brand-memories-in-advertising

Posted in Advertising Research, Ameritest, Attention, Brand Awareness, Brand Positioning, Emotion, Memory, Methodology, Neuroscience | Tagged , , , , , , , , , , , | Leave a comment

Happy Mother’s Day

We’ve all felt the lasting impression powerful advertising can have on us. This Mother’s Day we wanted to share a few ads that really speak to us and harness the powerful emotions we associate with our moms. Enjoy! Continue reading

Posted in Brand Awareness, Brand Positioning, Emotion, Packaged Goods | Tagged , , | Leave a comment

Sharing the Spotlight: Tips on Co-branding in Advertising

Co-branded advertising has a unique set of executional challenges. Advertisers must strike the right balance of attention on each brand while delivering a cohesive message. This is no easy task – yet we are seeing that more companies are using … Continue reading

Posted in Advertising Research, Brand Awareness, Brand Positioning, Methodology | Tagged , , , , , , , , , , , , , , , | Leave a comment

A Word Is Worth a Thousand Pictures

Picture this: You’ve just been hired as the CEO of the 21st-best perceived brand in America1. You enjoy such a strong reputation, in part, because of running one of the most iconic ad campaigns of the century. Your company’s sales … Continue reading

Posted in Advertising Research, Brand Awareness, Brand Positioning | Tagged , , , , , , , , , , , , , , | Leave a comment