Discover the Blind Spots in Your Brand Vision

Question 1

Mental blind spot

Answer 1

inability to perceive particular objects or understand certain concepts

brain may ignore visual image if attention is other-directed

Question 2

Company Night Blind Spots

Answer 2

• occurs when marketers do not have enough information about their customers to make effective branding decisions
• multiple research approaches reduce blind spots in branding
• choice of research method depends on Product life cycle

Question 3

Realign Brand Meaning

Answer 3

• marketplace ultimately determines a brand’s meaning
• managers can unknowingly fill in their own beliefs and desires about brand’s meaning

Question 4

Managers are pressured to

Answer 4

1. reduce the time and resources used in brand building; and
2. expand their brand’s portfolio of products and services
   - Can lead misalignment with brand identity

Question 5

Reorient Brand Measures

Answer 5

rear view blind spots can result in managers moving their brands in the wrong direction
and actually benefit the competition

ask what evokes the brand? NOT what does the brand evoke?

“When you think of () what brand comes to mind?”

Question 6

Distinction Between Forward and Reverse Associations

Answer 6

Forward associations: start from the brand and spread outward, determine a brand’s meaning

Reverse associations: start outside with a cue and move inward to brand, determine a brand’s dominance in a category

Question 7

what does it mean to simplify the brand focus?

Answer 7

discontinue all marginal activities that distract from successfully building the brand

focus on doing the most effective things extraordinarily well