There are three foundational insights that guide what we do and how we think about brand strategy at Launchforce Strategy, which together, represent what I like to call the "Brand Motivation Triangle." The three insights are as follows:
The second insight is where motivation meets brands. This is the idea that consumers are naturally and magnetically attracted to brands (and people) that appear to express the fulfillment of the motivations that we are particularly oriented to. So the implications for brand managers are obvious: make your brands speak the language of motivation! Of course, this is where we come in. Our Blink Apperception Research method is designed to identify the motivations that brands uniquely express to consumers. The method is a sophisticated version of a projective interview that uses over 100 images to discern prompt projective stories. If you want to learn more about this method, then check out our website, or better yet, give us a call.
The third insight, for me is the most exciting. Again, that insight is that brands can increase their appeal and loyalty by focusing their branding and innovation through the lens of an ownable motivation. We have developed a guide for this called the Resonant Insights Model, but I will save this for another blog post. Real motivational power is available to brand who are willing venture into the Brand Motivation Triangle.
This blog offers stories and discussions on how to build more relevance and differentiation for brands. The author is Timothy Coffey, Chief Revolutionist of Launchforce Strategy, a consumer research consultancy that specializes in highly creative qualitative methods. His experience ranges from brand and research management at Procter & Gamble to innovation management at Tupperware to founding and leading an integrated marketing strategy agency. He is the author of three books, Innovation Myths & Mythstakes, The New Super Consumer, Mom&Kid, and The Great Tween Buying Machine.