Well hello internet, didn’t see you there with all the insights we’ve been finding.
What’s an insight you ask? Here’s a nice little blurb from Dave Trott, founder of Chick Smith Trott agency in U.K.:
“An insight is something that you didn’t know before. Something that may change the way you think about the problem. An insight can be the first step on the way to an idea. But it isn’t an idea. An idea is what you do with the insight. How you turn analysis into synthesis. How that discovery becomes action. Of course, there can be insight without a subsequent idea. But there can’t really be an idea, not a great one, without first having an insight.” Previously posted on Brand Republic.
So after three visits to storefronts, 3 focus groups, and a lot of Saturday afternoon meet-ups, we’ve concluded that our target is all about group mentality.
Insights:
The group as a whole brings out the most of the individual members.
They embrace their roles because their roles give them purpose. They are contributing to the greater good of the group to pay it forward and to benefit from positive outcome.——–
We’ve noticed that the most successful group dynamics of friends tend to all have their own role in their groups, their own contributions. They are all masters of their trait, and benefit as a whole. This strengthens group dynamic, and amplifies the most of them. Most being, personality, attributes, attitude, etc. But it’s important to note that the group gives back/supports each of the members.
(Think of a bro-ecosystem, or as individual Power Rangers that form a larger power. Or better yet, The Hangover).
Next Steps
We will be bouncing back and forth amongst the group to develop quantitative questions for research. We also are coming up with a Brand Position, which follows the general template:
To: (Target)
Brand is: (Catagory in which brand competes)
That: (One key benefit of feature)
Because: (Reason to believe/support for key benefit)
This guy missed a blog posting and is really upset (just kidding he did the Blazing Wing Challenge!)
Stay tuned for your favorite finger-lickin’, saucy wing branding quartet!
Washington Grant + Oak 