brand planning tricks

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One of the keys to good brand planning is the consumer interview: Getting consumers to open up and share deeper insights.  To start you must do some shallow digging, but you don’t want to stay there too long or the process will feel like an online survey. If you sound like a research survey, you will be treated so.  The goal is to get to conversation as fast as you can, so the notion of an interview and the interview dynamic are quickly forgotten.

When I am on roll, I’m giving as well as taking. I’m sharing ad hominem personal views and stories to fuel the conversational pump. My intent is to connect, share, listen, process and grow the conversation. In a word it boils down to “caring.” About the topic and the person sharing. When the questions feel too “commercial,” the caring quotient goes down. When stories flow, insights flow

By caring and with a good ear for insights and the opportunity for redirection, each interview can be different. There’s nothing worse than hearing the same answers to the same questions. It makes the interviewer care less. And that’s bad tradecraft.




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merle haggard

So I was listening to Merle Haggard yesterday and the old coot was doing a duet with Jewel and, by God, he changed his vocal treatment – his voice — on the song. It was Merle but he was trying to impress her, trying to woo her. Men! There was a gentleness to his voice that you won’t hear in most of his tunes. The tone send a message. So I’m thinking if he can change his tone and impart different meaning, sub rasa meaning, so can the rest of us. Why not use it as a brand planning tool?  So I’m playing around with an interview technique that will prompt interviewees to answer questions in various voice types. You know the voice you use when someone is confiding tragic personal news to you? Or the voice used to encourage a child who needs support? Have you a sexy voice? The key is to get the interviewee to use a topic-appropriate voice in an interview to impart greater meaning.  To do so you have to put them in a zone; coach them like an acting coach. Get them to a place where they are feeling an emotion then get them to answer your question, truthfully, but that particular voice.

Try it, I certainly will. Peace.


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