Enjoying our NEW office location for Dig In Strategy here at Co-Hatch (a great new place in the Mason and Cincinnati area for work collaboration and bringing ideas to life). Of course, this is an example that fits this year as we see a lot of new things along with NEW product purchasing, adaptation and switching behavior. From NEW products/solutions for the backyard to new healthy snack products, new ways for mental breaks/stress relief and work dynamics. In fact, we’re starting to share examples of recent new products/solutions tried (with some reasons why) from our numerous interviews about this, knowing it has impact on brand communication, company culture and new ideas in certain categories. See these examples below with other to follow.
16 Lots - The Call of Friends
Glad to help a local small business with this video message and brand story, sharing the meaning of their name (16 Lots) and community connection as they start to safely reopen for those ready.
4 Mindstate Segments in Pandemic
Here’s a look at 4 consumer "segments" emerging given the pandemic and the evolving attitudes, beliefs and anticipation (across the US, Canada, UK, France and Germany— captured the week of April 6th, 2020, by EY).
For example, cautiously extravagant consumers respond strongly to purposeful brands, with 62% saying they would be more likely to purchase from companies that they feel are doing good for society. We'll continue to explore these shifts and the “emotional jobs” within (as some companies pivot and some brands adapt communication).
https://www.ey.com/en_gl/consumer-products-retail/how-covid-19-could-change-consumer-behavior
https://lnkd.in/dAs-rJw
#staysafe #mindstate #JTBD #jobstobedone #communication
Hope. Heal. Thrive. TriState Trauma Network.
This video is intended to increase understanding and awareness of the TriState Trauma Network’s work and message of "Hope, Healing and Thriving" as well as understanding of trauma and toxic stress. Given COVID-19, it's relevant for some going forward. It’s serious, yet hopeful. You can also find helpful resources and health and wellness tips related to COVID-19 on TriState Trauma Network’s Facebook page or website. https://lnkd.in/esss6im
Grateful to partner with TriState Trauma Network in this effort.
Be well and thrive.
#healthandwellness #tristatetrauma #thrive #mentalhealth #brandidentity #employerbrand #brainispartofbody #resilience
Employer Branding - Getting Started
In today’s competitive job market, employer branding can play a key role in talent attraction and retention. Here’s a start to an Employer Branding video series (sharing perspective and tips). #employerbrand #communication #humaninsights #insightstoimpact #brandidentity #employerbranding
3 Tips on Jobs to be Done
We hope these 3 simple tips on Jobs to be Done help as a starting point for conducting interviews and leveraging the learning for innovation ideas and messaging.
(As a refresher, as Clay Christensen explains, people don’t simply buy products or services; they pull them into their lives to make progress. We call this progress the “job” they are trying to get done). In practical terms, JTBD is both an interviewing approach and a resulting strategic foundation based on insights from consumers that can guide new ideas and design and communication briefs. We like to think of the utilization for communication and advertising as “Jobs to Message.”
1. Explore the trade-offs consumers make in a moment/ occasion to help identify motivations and higher-order needs.
2. Leverage the human motivations and “emotional jobs” into design (applying behavior design principles/practices).
3. Pay attention to the context and life circumstances you explore with people as rich inspiration for imagery and activation ideas.
Using the Online Conversation and Stories to Inspire Innovation
We hope this tip/consideration helps for utilizing the online and social conversation to inspire communication ideas (or new category understanding, etc.). If you want to discuss in more detail or have questions, send me a message (to set up a call).
Designing Insight Projects to Strengthen Your Innovation and Brand Initiatives
Here’s a tip/consideration in this video for designing certain insight projects to strengthen your innovation and brand initiatives. Circumstances and context such as the LOCATION and time of the interview matter! Keep this in mind for certain objectives (e.g., associations/insights on a new offering, packaging, brand (names), fit with lifestyle, user experience, etc.), where you can learn from real observation as well as in-context interviewing. If you have questions or want to discuss in more detail, send me a message (to set up a call).