Public Relations & Social Marketing Insight

This article makes a brilliant point, "A company doesn't own a brand, it's consumers do".

Companies which get caught up in the colour of their logo, or their witty company slogan will struggle to create a brand identity which portrays authenticity to consumers. Consumers will make up their own mind about a brand, and no fancy logo or slogan will have influence over that, it's the authenticity of the brand identity that consumers see. 

Consumer insight is the most valuable research marketers can have to understand what consumers really want and how consumers see their brand. In this article RadioShack uses valuable consumer insight to rebrand their company so they were inline with how valuable consumers saw them and this way they were able to deliver what their consumers wanted. 

Companies often believe a new brand identity will automatically solve all of the problems of the business. Thats like putting a fresh coat of paint on a car with a broken radiator and thinking its fixed. This article raised a valid point "a company does not own a brand, consumers do". Consumer insight is the most valuable research marketers can have to understand what consumers really want and how consumers see their brand. It is important to engage consumers in the rebranding process.

I can never get enough tips and tricks for improving our essential storytelling skills. No excuse not to be brilliant at it these days. 

All business have conflict: lack of sales, poor service, employee malaise... 

The issue is often that management doesn't want to talk about the negative but you have to have a hellish situation in order to make a story compelling.