I've been working through a visual exercise to convey brand personality. Should be pretty straightforward...

When you're attempting to ask someone to classify their business the usual suspect questions are rolled out - what drink you you be at a dinner party, you know we've all done it.

How about applying the BPS (brand personality scale) - the big 5 to the problem? This is where it starts to get interesting. I've previously looked at Imagini - it's quite interesting, although somewhat limited. You can only select one element.

What happens if you believe you belong in more than one category? What happens if you're looking at one thing but decide to answer a different way.

Quite some time ago I was looking at Dart Motif and how that could be used to help out online campaigns, around the hover time. Could this style technique to used in profiling? It's certainly an interesting question to answering a difficult graphical challenge.

Labels: Brand, Research

When there's a whole raft of methodologies and tools at your disposal for answering briefs, the first port of call is to go for the most complex type.

Why? Is it to show off that you have the experience? Believe you will get better insight? Or just to confuse people on purpose?

No matter what the brief is - whether a two day project or a six month programme, the core framework remains the same. There's no need to dress this up in complex terminology - we're all guilty of this.

Do I need a methodology to explain this?

Those folks at Apple have done a great job on the new iPod, well not a massive surprise there.

It's basically a cut down iPhone - great! But the clever part is how they're really showing choice. There's something for everyone, even the basic shuffle is cool.

It's always a challenge to deal with a whole bunch of different consumers - and here the price points are considerably different. You either create segments or build a somewhat diluted proposition that is everything to everybody.

The naming works perfectly. The latest offering isn't iPod 2 or something that simply (sure it will over time) replaces the current iPod, but by adding the 'touch' descriptor it is differentated from the rest in the range, without alienating them.

Labels: iPod