EXPERT INSIGHTS: MARKET RESEARCH FOR BRAND INNOVATION

How do you define brand?

“At its core, a brand is a promise to consumers. What will consumers get when they purchase a product or service under your brand umbrella? The brand promise incorporates more than just those tangible products and services. It also includes the feelings that consumers get when they use your products and services.” – Branding Strategy Insider

I asked four market research experts from MTV, J.P. Morgan, Meijer International and Union Bank to answer what that questions means to them.

This is what they said:

“In our world, it’s the brand of the company. As a retailer, this is tricky, because we sell products for many well-known brands. That said; we define brand as what our company Brad Hilemanstands for (services, products, etc.) and how we want customers to perceive us. We’re tasked with bringing the brand to life through content and creative, so it’s really about how we communicate through tone, visuals and story.”

– Brad Hileman, Director of Digital, Brand Development, Meijer Inc.

“The way a customer remembers you.”Xavier Corona

– Xavier Corona, Vice President, Sr. Marketing Manager-Multicultural and GCM
Corporate Marketing, Consumer Lending, Union Bank

Michael Rosenberg

“Brand is the public ‘image’ or ‘perception’ of a given company. Brand is more than just a logo or name, it’s the “embodiment of a company and its’ values to the public.”

– Michael Rosenberg, Managing Director, Corporate and Investment Bank Marketing,
J.P. Morgan

alison hillhouse“Any brand that is turning old models on their heads, for example, mattress companies Caspar and Tuft & Needle that are calling BS on the outdated and opaque mattress industry model. These new brands offer Millennials exactly what they want – perfect design in both product and communications, transparent product details, free trials with no commitment, convenience, affordability and promise of perfection. Industries that try to pull the wool over consumers’ heads like Sleepy’s are dead. Millennials won’t stand for them.”

– Alison Hillhouse, Vice President of Insights Innovation, MTV

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