On Episode 22 of Behind The Brand, Fuller has a very candid conversation about the importance of brand strategy and the new frontier of customer research with Cary Murphy, Chief Strategy Officer for TBA Outdoors.
“Research is so underrated and undervalued in marketing in general,” said Murphy. “Research can be a thousand to one multiplier, and one insight can completely change your business.”
Investing in research on the front end can pay dividends whether you’re a new business, established business or a business looking to make a change.
Does your brand have an identity crisis? Are you looking to reduce customer acquisition costs and truly understand who your best customer is? The convergence process is integral to understanding your business and its place in the market.
According to Murphy, “the convergence process involves a deep dive into your brand, taking a look at the 3 C’s: category, consumers and your company.”
Throughout the episode, Fuller and Murphy discuss how investing time and money in this closer look at your overall brand can reap huge rewards and provide a clearer path moving forward. The insight from Murphy is tangible for any sized company. You definitely don’t want to miss this episode.