Martha Stewarts brand research
Martha Stewarts brand research
Here’s how Ms. Stewart’s experience will affect her company. Although certainly not how she would have preferred it, by serving her time in a federal prison Martha Stewart was tendered a gift — a five-month gift of intense market research — learning how a broad cross section of women lived, and hope to live, their lives.
This research will lead to a repositioning of the Martha Stewart brand — one driven to further build the brand through emotional connections with the market. As reported by the Associated Press in the New York Times:
With barely a break since she was released from a federal women’s prison…on Friday, a beaming [Martha] Stewart told several hundred employees Monday that she’s learned a lot about the country through the cross section of people she met in prison. That’s made her realize that the company she founded…focused too much on the technical aspects of entertaining or cooking in its editorial content, and not enough on why people need to take care of each other.
Noting a growing need to “preserve meaningful traditions” in a rapidly changing world, Stewart pledged…the company is going to deepen its bond “with the millions who read our publications and watch our television programs. And we’re going to engage and inspire new readers and new viewers for whom these topics may have seemed alien, unfamiliar or even — believe it or not — superficial.”
…Where Martha Stewart Living once focused on functional benefits in its editorial, it is now becoming more aware of the “emotional power of the brand.”
For her company this is powerful brand strategy. The emotional power of a brand is unlocked by identifying how a consumer feels and acts when using or affiliating with a brand, and WHY she feels and acts in that way. These emotional benefits, when connected up with the brand’s key point of difference, lie at the heart of any great brand strategy. This connection elevates a brand to one of contemporary relevance, and separates a brand from those of competitors.
While Martha Stewart cannot rewind the events of the recent past and start over, she can begin anew. With five months of introspection and the equivalent of intense market research into human thoughts and feelings, the company will benefit from Ms. Stewart’s heightened self-awareness of the emotional drivers behind the businesses of MSO.
For Martha Stewart Living Omnimedia, and for Martha Stewart, it’s a good thing.
Martha Stewarts brand research - To learn more about this author, visit Steve Cranford's Website.
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The release of Martha Stewart from the United States federal prison system prompted a number of news reports about how her experience will affect Martha Stewart Living Omnimedia [MSO].
Here’s how Ms. Stewart’s experience will affect her company. Although certainly not how she would have preferred it, by serving her time in a federal prison Martha Stewart was tendered a gift — a five-month gift of intense market research — learning how a broad cross section of women lived, and hope to live, their lives.
This research will lead to a repositioning of the Martha Stewart brand — one driven to further build the brand through emotional connections with the market. As reported by the Associated Press in the New York Times:
With barely a break since she was released from a federal women’s prison…on Friday, a beaming [Martha] Stewart told several hundred employees Monday that she’s learned a lot about the country through the cross section of people she met in prison. That’s made her realize that the company she founded…focused too much on the technical aspects of entertaining or cooking in its editorial content, and not enough on why people need to take care of each other.
Noting a growing need to “preserve meaningful traditions” in a rapidly changing world, Stewart pledged…the company is going to deepen its bond “with the millions who read our publications and watch our television programs. And we’re going to engage and inspire new readers and new viewers for whom these topics may have seemed alien, unfamiliar or even — believe it or not — superficial.”
…Where Martha Stewart Living once focused on functional benefits in its editorial, it is now becoming more aware of the “emotional power of the brand.”
For her company this is powerful brand strategy. The emotional power of a brand is unlocked by identifying how a consumer feels and acts when using or affiliating with a brand, and WHY she feels and acts in that way. These emotional benefits, when connected up with the brand’s key point of difference, lie at the heart of any great brand strategy. This connection elevates a brand to one of contemporary relevance, and separates a brand from those of competitors.
While Martha Stewart cannot rewind the events of the recent past and start over, she can begin anew. With five months of introspection and the equivalent of intense market research into human thoughts and feelings, the company will benefit from Ms. Stewart’s heightened self-awareness of the emotional drivers behind the businesses of MSO.
For Martha Stewart Living Omnimedia, and for Martha Stewart, it’s a good thing.
Martha Stewarts brand research - To learn more about this author, visit Steve Cranford's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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