THE WISDOM:

Brand images continue to exist and change in consumers' minds, even when marketers aren't giving the brand any attention.

HOW WE GOT THERE:

A consumer goods company had done no research on its image in decades and so believed it had the same aura and created the same impressions with its target customers that it always had. They were wrong. A series of focus groups in cities across the country resulted in a new grounding in reality.

ACTION STEPS:

Our research not only provided a deeply detailed description of the brand's current (and not very favorable) image among target customers, it also explained why the brand image had eroded and what could be done to reinstate the brand's popularity.