White Papers

The Unprecedented Potential of Millennial Marketers
As published in iMediaConnection on June 16, 2010, this white paper highlights the experience and expecatations of the Millennial Marketers in Brand Amplitude's Super Consumer community.

Measuring Brand Equity
Consistent, meaningful measurement of brand equity is an essential part of the process of building strong brands. Yet few companies are really doing it well. This presentation provides a step by step approach to getting the right measures to keep your brand on track. (PDF)

The Irrational  Brain: What Experimentation and Laddering Research Teach Us About  Decision-Making
For marketers, unraveling the complexities of customer decisions can mean the difference between marketing success and failure. In this white paper, Carol Phillips discusses how laddering research and experimentation can provide deeper insights into subtle cosumer behaviors, which are often dictated by emotion and the 'irrational' brain. (PDF)

A Fresh Look @ Freshness
Several studies we conducted over the past few months for food manufacturers and restaurants have caused us to to take a closer look at the current passion for all things 'fresh'. Farmer's markets are growing in number and popularity, as are specialty food stores and restaurants like Chipotle and Panera that promise freshly prepared foods. This presentation assembles some interesting facts from secondary sources and our own research about consumers' attitudes toward freshness. (PDF)

What's New in Online Research?
Qualitative research has changed more in the past two years than in the previous twenty thanks to 65% broadband penetration, increased researcher acceptance and an explosion of new online research platforms. Read this speech given by Carol Phillips to learn more about recent innovations in the field. (PDF)

Insightful? Or Just Interesting? How to Identify a Brand-Building Home Run
Everyone agrees brands should be built on insights, but what constitutes an ‘insight’ and how do you recognize one when you see it? What makes one idea worthy of building a brand around and another simply ‘nice to know’?. Click the button to download more information. (PDF)

Innovation and Branding in a Down Market
Two of the hottest topics in marketing are ‘branding’ and ‘innovation’. Together, they provide the main sources of strategic competitive advantage in business today. It sounds simple, but the partnership can be an uneasy one, even in the best of economic times.

The Millennial View of Social Media: Why Should I Be Your Friend?When it comes to social media, Millennials have a broader definition than marketers.  Social  media is anything where you can get information about other people, strangers or friends, and  interact with them. It includes Facebook, YouTube, MySpace, Twitter, IM, Skype, text  messaging, product reviews and blogs.  It even includes video games.

Brand Architecture Toolkit
Brand architecture is the external 'face' of your business strategy; consumers and customers know you through your brands and your brands support your business strategy. This toolkit provides an overview of best practices for designing and optimizing your brand's architecture.

What Appeals to Millennials? 10 Brands that Hit the Mark
Millennials truly don’t pay very much attention to marketing, despite being the most marketed to generation in history. So what brands penetrate? There are some obvious winners: Obama, Apple, Scion, Converse, The Clobert Report, Facebook. But what other brands hit the mark? Read Carol Phillips's list of less well-documented Millennial brands and why they appeal.

Segmentation Made Simple
Segmentation is a vitally important tool for any business. No business can afford to move ahead 
without a clear idea of its likely customer, their needs, and their brand alternatives. But complicated 
segmentation research sometimes just makes things more complicated. Learn what marketers really need to know and how they can get this information as efficiently as possible in this white paper by Brand Amplitude's Carol Phillips and Judy Hopelain.

Brand Vitals: Essential Principles for Monitoring Brand Health
If you don't know where you are, it is hard to figure out how to get where you want to go. Seems obvious, but many companies find themselves planning brand strategy without an adequate picture of their current position. Discover the essential principles for monitoring brand health in this white paper by Brand Amplitude's Carol Phillips and Judy Hopelain.

Innovation - Who Cares?
With all the buzz about innovation – in products, in marketing, in media – you might think it was important to consumers. You also might be wrong. Our work across categories - from fashion to fast food to entertainment to furniture to home appliances - suggests innovation is not nearly as important to consumers as many marketers think. By Carol Phillips

Marketing is Changing. Are You Ready?
The basis for Phillips' presentation at the October 2005 ARF "Future of Advertising" Conference, this paper exams how marketing strategies must evolve with evolving products, services, and the technologies used to access them.