Reconceptualizing Brand Research

What we believe

Brands are symbols that have particular cultural meaning to the people who encounter them. This means that key to promoting and sustaining a brand in any target market is to understand how that brand will be interpreted, integrated, and/or utilized within the group or subgroup culture.

Drawing upon expertise in historical, ethnographic, interactionist, and quantitative research, Sector Intelligence locates brands on a Brand-Life Continuum™ which indicates the degree to which the brand has been embraced by a target market and identifies the specific cultural foundations for how and why the group will work to promote or diminish the brand within its everyday life.

We also believe that how a brand is treated by the marketplace and by the organization is a marker or proxy for the market relevance and sustainability of the entire organization. That's why we are focused on the brand, and, importantly, on the brand as a symbol which has specific meaning and power within a target market group.

Read the latest white papers from Sector Intelligence consultants.