At first I thought this was on from the author of this Emotional Branding book (which is fantastic!, but I'll write about that in another post). But it's not, it's this Emotional Branding book which I'm not familiar with (yet). However, looks very promising as well and I'll be there.
Anyway, here's the highlights (And here are the details):
Developments in Market Research: It is Brain Surgery, After All
Speaker: Daryl Travis, author of Emotional Branding: How Successful Brands Gain the Irrational Edge and CEO of BrandtrustIt turns out that market research to determine the best branding strategies is brain surgery, after all. Because, to assess, then hone your branding strategy, you need to get inside the minds of your customers and understand how they feel.
What's really happening when consumers say one thing and do another? How often has conventional research failed to help you understand customers' emotions, which are critical to capturing competitive advantage — and determining your brand strategy.
Emerging right-brain research techniques will forever change the way we do research and tap into customer emotions, preferences, and behavior.
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