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Brand Evolution Is Hard—But It Doesn’t Have to Be Unnecessarily Risky

Brand Evolution Is Hard—But It Doesn’t Have to Be Unnecessarily Risky For many global companies, brand evolution is a natural part of running the business. As consumer attitudes and lifestyles change, so must brands if they want to continue to deliver value to their customers.

But in an effort to remain relevant, companies too often hinge their brand identities on current events and passing trends rather than thoughtfully forging a path forward. In this pursuit, many companies forget to first examine their place in the hearts and minds of customers. That’s a mistake because the stakes are high if you don’t get brand evolution right. This is a lesson Tropicana learned the hard way when, in 2009, it decided to drastically change the design of its packaging—a move that resulted in swift consumer backlash and a 20% sales drop.

Packaging is just one small part of your brand identity, but Tropicana’s misstep is a cautionary tale on the potentially risky consequences of making drastic changes to your brand without engaging with your customers first. In changing markets, it’s important to be nimble, but it’s even more crucial to step lightly and purposefully to maintain a healthy brand and avoid alienating existing customers.

We get it—evolving a well-recognized global brand is hard. Staying true to your brand while keeping up with the evolving habits and preferences of consumers is a tricky balance. But why do some companies pull off this transformation successfully while others confuse their customers and lose sales in the process? Examining three brands that are currently in transition can help answer this question.
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  2. The Unique Value of Utility Marketplaces Leave a reply
  3. No Longer Optional: Using Social Media to Reach Ready-to-act Investors Leave a reply
  4. Digital Marketing to Advisors: Maximizing Effectiveness to Boost Brand Engagement Leave a reply
  5. Xfinity Mobile’s Surprising Impact on the Cable Industry Leave a reply
  6. The Quad Play Imperative Leave a reply
  7. Xfinity’s X-Factor Leave a reply
  8. Five Right Ways—and One Very Wrong Way—to Improve Value Perceptions among Utility Customers Leave a reply
  9. How two tech companies connected with individual buyers, and what they learned from it Leave a reply

Personalization Is Not a Technology Problem—It’s an Insight Challenge

Retailers that can’t deliver a personalized experience are at serious risk of becoming irrelevant soon. According to a study from Accenture, 75% of shoppers are more likely to do business with companies that recognize them by name, offer relevant recommendations … Continue reading

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How to Manage Utility Net Promoter Score Performance

“And when you speak of me, speak well.” Bull Durham  As utilities seek to evolve their customer management performance goals beyond traditional customer satisfaction metrics, utilities are evaluating updated measures and management approaches that better reflect success in the transforming … Continue reading

The Unique Value of Utility Marketplaces

It is not a secret that energy utilities need to focus on strengthening customer relationships through brand and product efforts as brands like Tesla, Apple and Google are increasingly building consumer mindshare in the energy space. The good news is that … Continue reading

Five Right Ways—and One Very Wrong Way—to Improve Value Perceptions among Utility Customers

Customers nationwide feel they are getting less value from their utility. Perceptions of paying reasonable rates for the services received from a utility are at the lowest levels we have seen since the end of 2015, as tracked in the … Continue reading

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No Longer Optional: Using Social Media to Reach Ready-to-act Investors

Insights Powered by Cogent Reports™     While social media use is the norm among affluent investors overall, recent findings reveal that ready-to-act (RTA) investors—those who plan to make a new investment in the next three months—are using social media … Continue reading

Digital Marketing to Advisors: Maximizing Effectiveness to Boost Brand Engagement

Insights Powered by Cogent Reports™    Advisor marketing is in a state of flux, evolving rapidly alongside all other types of mobile communication and efficiencies in terms of staying connected 24/7. At the same time, advisors are faced with increasing … Continue reading

Uncertain Optimism: Investors React to a “Too Good to Be True” Q4

Insights Powered by Cogent Reports™     Measuring Investor Sentiment During a Period of Unprecedented GrowthMy father-in-law had a saying, “If something is too good to be true, it is.” Yet the last quarter of 2017, which in many ways … Continue reading

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Five Ways to Improve Survey Response Rates Among Physicians

When doing healthcare research, physicians are one of the most coveted audiences. The challenges of capturing the attention of physicians are many: Increasing off-hour virtual care appointments Inundation of information and social media Gatekeepers One of the most common questions … Continue reading

New Research: Pharmaceutical Companies are Overlooking a Key Audience

I never used to pay attention to anything in the healthcare industry. As someone young and healthy with no medical conditions, I rarely went to the doctor and ignored drug commercials. That all changed when I met my husband. After … Continue reading

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New Research: Pharmaceutical Companies are Overlooking a Key Audience

I never used to pay attention to anything in the healthcare industry. As someone young and healthy with no medical conditions, I rarely went to the doctor and ignored drug commercials. That all changed when I met my husband. After … Continue reading

Measuring Physician Relationships in a Changing Pharma Environment

The world is always changing, and the pharmaceutical industry is no exception. The Way Things WereCustomer experience research in pharma used to be heavily centered on sales representative performance because they were the “face” of the pharma company and the primary … Continue reading

Doctor’s Orders: Why Patient Engagement Matters

Ensuring that patients understand, accept and follow recommended treatment plans is the first step towards the best possible outcome—medically for the patient and financially for the healthcare delivery system. Similarly, physicians are in the best position to individualize this treatment … Continue reading

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