Reconceptualizing Brand Research

Our approach: the Brand-Life Continuum™

After many years of using an ethnographic approach to studying how markets function, it became clear to us not only that the conventional wisdom that brands are cultural symbols is true, but that the extent to which a brand or collection of brands are interpreted, integrated, and/or utilized in a marketplace can be measured and quantified to a highly actionable degree. Ultimately, these measurements can be used to locate brands along a continuum that begins with "inspiration," the formation of the brand based on market feedback and observation, to "utilization," where the brand is actually being used to reinforce the values and norms of the marketplace.

Once a brand is located on this continuum, we then measure it against the age of the marketplace it competes within and arrive at a metric which will:

1. Help predict the sustainability of the brand; and
   
   
2. Suggest actions steps the organization can take to position the brand where it wants it to reside in the everyday life of its target markets.

Contact us for Brand Life Continuum (BLC) Report information.

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