EXAMINING YOUR BRAND IMAGE:  WHAT CUSTOMERS REALLY THINK Presented by: Terri Sorenson Marketing and Product Specialist Itr...
Examining Your Brand Image What do customers really think? Agenda <ul><li>How important is a logo to a brand? </li></ul><u...
About Examining Your Brand Image How important is a Logo to a brand? What is a logo?  – A logo  identifies  a business in ...
Is changing a familiar logo a good idea?  Customer rejection resulted in the Gap reverting back to their original logo…Hap...
iMarkIt iMarkIt – What is it? <ul><ul><li>iMarkIt </li></ul></ul><ul><ul><ul><li>Respondents interact with visual stimuli ...
iMarkIt iMarkIt – What is it? <ul><li>Callouts  </li></ul><ul><ul><li>Place thought bubbles and type in comments </li></ul...
iMarkIt <ul><li>Concept testing </li></ul><ul><li>Print ads </li></ul><ul><li>Package designs </li></ul><ul><li>TV Commerc...
iMarkIt <ul><li>Heatmaps </li></ul><ul><li>Visualize respondent behavior in response to stimuli </li></ul><ul><li>Understa...
Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise January 2011 Starbucks announces a New Logo...
Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise Social Networks were a buzz.... So we decid...
Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise Now it is your turn…..
Exploring an iMarkIt Exercise Starbucks Logo Change … What do customers think? What do you like? What do you dislike?
Exploring an iMarkIt Exercise Starbucks Customers – Visit at least once a month The highest frequency focuses on the cente...
Exploring an iMarkIt Exercise Non Starbucks – Less than once a month to never The highest frequency focuses on the center ...
Conclusion Exploring   an iMarkIt Exercise <ul><li>Capture comments directly related to an image/stimulus </li></ul><ul><l...
<ul><li>Thank You </li></ul>
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Exploring Your Brand Image: What Customers Really Think

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The webinar showcased the Starbucks' logo change as a real world example and explored how to capture meaningful feedback from your customers using iMarkIt. iMarkIt is a virtual concept testing tool that enables customer feedback on creative, interactive, motion, and written content.

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Exploring Your Brand Image: What Customers Really Think

  1. 1. EXAMINING YOUR BRAND IMAGE: WHAT CUSTOMERS REALLY THINK Presented by: Terri Sorenson Marketing and Product Specialist Itracks www.itracks.com
  2. 2. Examining Your Brand Image What do customers really think? Agenda <ul><li>How important is a logo to a brand? </li></ul><ul><li>Is changing a familiar logo a good idea? </li></ul><ul><li>iMarkIt – Virtual Concept Testing Tool </li></ul><ul><li>Exploring Customers Reaction to a logo redesign - Starbucks </li></ul>
  3. 3. About Examining Your Brand Image How important is a Logo to a brand? What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon. A logo is for… identification Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain.
  4. 4. Is changing a familiar logo a good idea? Customer rejection resulted in the Gap reverting back to their original logo…Happy Customers = increased sales. Customer insights beforehand assist in marketing decisions. Examining Your Brand Image
  5. 5. iMarkIt iMarkIt – What is it? <ul><ul><li>iMarkIt </li></ul></ul><ul><ul><ul><li>Respondents interact with visual stimuli </li></ul></ul></ul><ul><ul><ul><li>Easy-to-use mark up tools </li></ul></ul></ul><ul><ul><ul><li>An enjoyable experience </li></ul></ul></ul><ul><ul><ul><li>More robust feedback </li></ul></ul></ul>
  6. 6. iMarkIt iMarkIt – What is it? <ul><li>Callouts </li></ul><ul><ul><li>Place thought bubbles and type in comments </li></ul></ul><ul><li>Shapes </li></ul><ul><ul><li>Select and comment on a specific area of a stimulus </li></ul></ul><ul><li>Arrows </li></ul><ul><ul><li>Point to a specific coordinate on the canvas </li></ul></ul><ul><li>Free Draw </li></ul><ul><ul><li>Freehand drawing using different color markers </li></ul></ul><ul><li>Text Hi-Lite </li></ul><ul><ul><li>Comment on words, sentences, or entire paragraphs </li></ul></ul><ul><li>Emoticons </li></ul><ul><ul><li>Probe deeper on feelings and emotions </li></ul></ul>
  7. 7. iMarkIt <ul><li>Concept testing </li></ul><ul><li>Print ads </li></ul><ul><li>Package designs </li></ul><ul><li>TV Commercials </li></ul><ul><li>Animatics </li></ul><ul><li>And much more… </li></ul>iMarkIt CAN BE USED TO TEST ANY VISUAL, TEXT, OR VIDEO STIMULUS iMarkIt – How do you use it?
  8. 8. iMarkIt <ul><li>Heatmaps </li></ul><ul><li>Visualize respondent behavior in response to stimuli </li></ul><ul><li>Understand likes/dislikes in direct context of your concepts </li></ul><ul><li>Treemaps </li></ul><ul><li>Easily visualize and drill into crosstab data </li></ul><ul><li>Video Timeline Analysis </li></ul><ul><li>Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35) </li></ul><ul><li>Word Analysis </li></ul><ul><li>Visualize word frequencies using text clouds </li></ul><ul><li>Search one or multi-word combinations </li></ul><ul><li>Segment by demographics </li></ul>iMarkIt Reporting
  9. 9. Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise January 2011 Starbucks announces a New Logo…….
  10. 10. Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise Social Networks were a buzz.... So we decided to run a little experiment with iMarkIt!
  11. 11. Starbucks Logo Change … What do customers think? Exploring an iMarkIt Exercise Now it is your turn…..
  12. 12. Exploring an iMarkIt Exercise Starbucks Logo Change … What do customers think? What do you like? What do you dislike?
  13. 13. Exploring an iMarkIt Exercise Starbucks Customers – Visit at least once a month The highest frequency focuses on the center of the logo.
  14. 14. Exploring an iMarkIt Exercise Non Starbucks – Less than once a month to never The highest frequency focuses on the center of the logo.
  15. 15. Conclusion Exploring an iMarkIt Exercise <ul><li>Capture comments directly related to an image/stimulus </li></ul><ul><li>Heatmaps – additional report material </li></ul><ul><li>Create reports based on demographic information </li></ul><ul><li>Participant engagement - generating more insights </li></ul><ul><li>Overall the new Starbucks logo was not rejected. </li></ul><ul><li>Starbucks customers will continue to enjoy their coffee </li></ul><ul><li>Starbucks can expand beyond coffee </li></ul>
  16. 16. <ul><li>Thank You </li></ul>

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