What’s Your Brand’s Social Category?

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Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception. For example, Kodak was THE brand name for film photography. It was also the company that invented the […]

DUEL: Understanding Appeal and Passion

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Traditional approaches to early screening rely on rational, thoughtful feedback using scaled responses. Yet consumers typically form impressions and make decisions within seconds (e.g., FMOT, Blink, System 1, etc.)   To reflect this reality and help you make better decisions, Ipsos is very excited to introduce DUEL – the next […]

Building Distinctive Brand Assets: A Webinar Featuring Four Measures That Matter

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View this recorded webinar to hear Ipsos’ Dave Gryga demonstrate how you can gain a deeper understanding of the level of distinctiveness for your brands, highlighting strengths to leverage and opportunities to further drive distinctiveness.