DNA of Actionable Insights

Great insights have 4 key components.

  1. To be an insight the learning needs to BE UNEXPECTED. An insight is only an insight when it has never been considered or used before.
  2. An insight MUST DIRECTLY SPEAK TO A MARKETING / SALES PROBLEM OR OPPORTUNITY
  3. Great insights usually FOCUS ON AS NARROW A CONSUMER SEGMENT AS POSSIBLE. The more narrow, the more specific. The more specific, the more actionable.
  4. Insights that convert business FOLLOW A PERSUASIVE STRATEGIC LOGIC TRAIL. Simply, the Insight. Action. Benefit. dots are all connected; or, as I like to say, the dominos seamlessly fall.

5 Best Practices of Great Brands

Great brands don't just happen. They have strategies that make them happen. When done well, branding is simple. Just be clear with these 5 things:

  1. Develop and deliver the brand promise in every consumer touchpoint.
  2. Create a sense of community.
  3. Have clear ownership of a distinct position and personality.
  4. Drink your own Kool-Aid and commit to internal branding for employee engagement.
  5. Live a culture of continuous improvement and innovation.