From stranger to friend

The pilot study only permitted a very limited amount of brand diagnostic questioning, but Chip Walker and Belle Frank able to leverage Brand Asset^TM Valuator (BAV), the world's largest brand equity database, to understand more about these 'secret relationship' types. They decided to partner with noted psychologist, Dr Joel Weinberger, an industry expert on understanding how conscious and unconscious brain processes work in marketing. They found that some of consumers, most important motivations are hidden from view to the casual observer, and that our consciously stated motives may misstate what lies within. Leveraging BAV's consumers' conscious responses, they wanted to understand what the rich and proven measures within the BAV database would reveal about the 'secret relationship' brands uncovered in the pilot study. Using the brand information revealed in pilot study, they were able to identify how the pilot test brands mapped to the conscious/unconscious brand landscape.