talk to consumers

Here's a sneak peak to what looks like a great brand book, for all of you who--like myself--have an ever-growing list of books to read.  Pile it on.  

Interestingly, their opening line discusses a bubble.  Outside the bubble, life is easier and more predictable.  Inside?  Not quite the same.  This is mirroring my life inside the bubble known as "college," and although my absorption of news is a desperate attempt to reach out of the bubble to blindly feel my way outside the bubble, I'm still here.  No changing that.  It will always be a bubble, and it will always be a hinderance of some sort. 

I digress.

As I develop thoughts on my independent research, I feel like I'm in a game of pong between the empirical findings of scholarly research studies that delve deep into the mind of the human being, and the other moving platform is the freshness of the constantly moving ad business.  Everyone has their own view, and it constantly evolves as worldly experiences shift our attitudes in real time.  

Y&R's Brand Asset Valuator is the doggie in the window, for me.  After ogling it in the window as a mere child of this business, I'm finally understanding it's niche in the world of brand research -- it's nested quite comfortably, and I think it's not going anywhere anytime soon.

Good.  Cheers to that.

An understanding of consumers is the only base off of which any advertising can build.   In such horrifically ambiguously defined times, we need numbers.  We need understanding.  While looking for that solid base, it soon becomes general knowledge that we're trying to build on a pool of Jell-o.  That simply won't do, and I'm glad Y&R is so successful in this venture.  I look forward to reading the book, and the future of the Brand Asset Valuator.  

Cheers.  Here's the clip.

The Brand Bubble from Brand Bubble on Vimeo.