Brand Bytes Blog

What Emotions Really have to do with Branding

What Emotions Really have to do with Branding

This is a question that is relevant at any time, but during a pandemic the subject takes on a particular kind of importance. Emotions are running high, and the kind of emotions usually felt only rarely—like terror and desperation—are now a part of daily life for many...

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Creative Research is Not Copy-Testing

Creative Research is Not Copy-Testing

In last week’s blog, Using Visual Language to Write Brand Strategy, we raised the idea that brands that are limiting creative research to only copy-testing were wasting a virtual goldmine of strategic information. Today we would like to take a few minutes of your...

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Using Visual Language to Write Brand Strategy

Using Visual Language to Write Brand Strategy

As brands continue to deal with all the changes to how they communicate with an increasingly nomadic customer, their challenges have not escaped the notice of their research partners.  And right now, brands are facing some big ones. For many brands that have spent the...

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How Shortermism Broke Brands

How Shortermism Broke Brands

Digital. It has a lot of explaining to do. Or, perhaps, we do….for getting a bit overly-focused on the shiny measurements this marketing approach gave us.  When we look at the biggest thing that digital gave advertising it is real-time campaign feedback. We can find...

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Firestorm Prevention Tips: A Peloton Story

Firestorm Prevention Tips: A Peloton Story

Hindsight makes it easy to say that Peloton should have predicted that their recent holiday ad would ignite backlash, burn profits, and leave their brand a bit singed. It seems obvious that the ad’s story about a husband gifting his thin, beautiful wife an exercise...

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