The Aligner at Virgin Gyms
The Aligner at Best Western
The Aligner at IKEA
The Aligner At Sainsbury
The Aligner at Currys
The Aligner at Mothercare…
The Aligner in Manchester…
The Aligner at the Sony Centre
The Aligner at Best Western The Aligner at IKEA The Aligner At Sainsbury The Aligner at Currys The Aligner at Mothercare… The Aligner in Manchester… The Aligner at the Sony Centre
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Brand Alignment - Jungle
In the new era of branding, brands that are seeking deeper insight to help them gain competitive advantage need more than the same old customer research they have been doing for years. Jungle research breaks out of the confines of the research zoo and gets out into customers natural habitats, where they are making choices, deciding on their brand portfolio and parting with their hard earned money.
Only by being in close proximity of these actions can brands hope to differentiate in the complex, customer empowered world they live in. Without it critical brand decisions may be being made in a vacuum.
We have spent time in jail, on buses, talking to hotel concierges, becoming parcels, taking families on fright tours, standing in queues, nightclubbing and generally observing behaviour out there in the wild.
We even get customers to conduct the research for us and debate and argue the merits of their favourite brand over another person's favourite brand, after all brands are in a battle over share of wallet not just share of voice or mind.
If you don't go to the Jungle then differentiation becomes more difficult because too many brands are asking the same questions of the same people and not surprisingly they are getting the same answers.
So let's talk about jungle research and why it's so important. In this new era of branding its increasingly difficult to differentiate. Far too many brands do the same old research yet still expect to find different results. We believe the way to uncover truly deep insight is to go to a different place and this is where the jungle fits in. We step out of the comfort of the focus group and deep into the real world jungle to search for a different perspective on our clients challenges and a genuinely deeper insight.
A great example is when we worked with Novus Leisure we wanted to understand the motivations behind peoples choice of bars and clubs. So as well as talking to them we persuaded some hardened London clubbers to swap nights with our 'Tiger Tiger' regulars. When we brought the two groups together the next evening there were fireworks - and as well as identifying the barriers that were stopping some people from going to Tiger Tiger, we also learnt loads of the great things about the venue, things that we absolutely mustn't change.
And what about when we worked with the HOME Delivery Network?... Andrew needed to get to grips with the entire delivery process. So what better way to do it than to become a parcel for the day. From the depot to delivery Andrew lived the life of a parcel. This really helped him to understand the reasons behind the pressure on the Customer Service that HOME Delivery Network were facing, at various places in their customer journey - especially at the physical interface with the customer.
Jungle's not just about fun mission either! Sometimes is about pushing ourselves and our clients out of our comfort zones as Gary did when we worked with Her Majesty's Revenue and Customs. To help them work out how to overcome the problem of cigarette smuggling, what better place to start than by speaking to those who are serving time for the crime. And Gary's day in the cells insured the he got a genuinely 360 degree perspective on the issue. Not a one-sided politically correct interpretation.
Sometimes it's easy to forget that people have a choice, they don't have to interact with your brand.
And that's why Anna spent a brilliant day touring the London scare attractions with groups of families to help the London Dungeon understand the right level of fright for their new attractions. Seeing kids reactions for real rather than simply to concepts meant that we could help the dungeons work out what should be the perfect balance of fear and fun.
So whatever your business issue, we truly believe that a little bit of jungle can go a long way towards getting under the skin of the issue and helping to differentiate your brand.
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Learn about Brand Alignment from Brand Vista:
Overview
An introduction to Brand Alignment.
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Exploring
How we gain a 360° view of your brand.
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Visioning
This is how we help you take control of your brand.
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Aligning
Turning your brand vision into reality.
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BAM
The new era of branding needs a new era of brand measurement.
[2Items]
Client Testimonials
Don’t just take our word about it, what a few clients have said about us.
[1Item]
An introduction to Brand Alignment.
[1Item]
ExploringHow we gain a 360° view of your brand.
[2Items]
VisioningThis is how we help you take control of your brand.
[1Item]
AligningTurning your brand vision into reality.
[1Item]
BAMThe new era of branding needs a new era of brand measurement.
[2Items]
Client TestimonialsDon’t just take our word about it, what a few clients have said about us.
[1Item]
Brand Alignment, Exploring, Jungle Research, Different to the same old research, Genuinely deeper insight, Customer journey, 360 degree view, differentiate your brand
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