From Insights to Great Messaging

We live in an age of data — overwhelming amounts of quantitative data. However, this data is available to all our competitors, so our brands compete in an “age of sameness.” Insights help differentiate them from commoditized products competing on “price” into sustainable, memorable brands.

Unfortunately, insights are often misunderstood, inaccurately identified, and/or frequently confused with customer needs, requirements, commonly accepted beliefs, and data points. Thus the lack of effective messaging and real innovation in products, services, and customer communications.

Program participants learn a clear insight definition, how to differentiate real from “faux” insights, how insights are discovered through a detailed understanding of our target audience, how creative “ideas” are based on insights, and how to assess, comment, and coach creative work to reinforce unique consumer insights.

This highly engaging and interactive virtual workshop focuses on your unique marketing issues. Participants leave with actionable tools — concepts they can immediately apply to real-time marketing situations.

This workshop is an excerpt of the ANA Full Day workshop “From Insights to a Great Marketing Mix.” 

Target Audience

Marketers involved in brand management building, marketing communications, and product/service innovation. Appropriate for all marketing levels. Priority placed on marketers charged with marketing communications, where insights play a critical role.