How social media can help small organisations to understand the strength of their brands – Part 4

The consequences for small organisations from their ability to use social media to improve their understanding of the strength of their brand(s)

I believe that the really big issue here is that the lower cost of obtaining information from social media (compared to conventional market research) provides small organisations with more scope to understand and measure peoples’ perceptions of them and their brand.  So they can obtain information they never had before.  In turn this should improve their ability to take more effective decisions. Continue reading

How social media can help small organisations to understand the strength of their brands – Part 3

Social media enables small organisations to overcome historic ‘barriers to information’

So the answer to the question that has challenged me over the years is that brand managers need to develop an adequate understanding of how people feel emotionally about their brand relative to competitors.  This is the most important area to understand.  Continue reading

How social media can help small organisations to understand the strength of their brands – Part 2

Conventional market research fails to meet the needs of small organisations

One question that has challenged me over the years is ‘how do you really identify the attributes that are the most important?’, given what we know about the potential unreliability of the answers from conventional market research.  The market research industry has devised ways to address this, but these tend to be beyond the reach of small organisations. Continue reading

How social media can help small organisations to understand the strength of their brands – Part 1

In this post I’m going to explore the use of online information gathering techniques to better understand the complicated and slippery concept of brand strength, viewed through the lens of small organisations.  Curiously, it may be that social media can help small organisations more than large ones.  As normal, what you think you know merely suggests the next question … Continue reading