So, building a really strong insight foundation before you make any significant brand decisions is absolutely essential. You know, we encourage people to really look at, you know, all of the sources. So it's what our employees saying? and not just what our employees are saying, but making sure you're looking across the organization, you know, what are your sales people saying? What are your service people saying? What are people you know, in product, and other parts of the company saying? So doing really good internal input, you know, bringing internal input into the system from across the organization. That's really important. When you go out into the marketplace, it's what do current customers think about you? And again thinking about all types of customers. What about people who are not customers? You know, people who might be someone that's in an addressable audience that you're trying to reach, you know, what do they think of you? And to the extent that you can in a lot of those situations, finding out, what they love about you? What they don't like about you? Do they know about you at all? And then if they do know of you, what do they think about you? Because how you solve for that from a brand standpoint, could be very different.
The core to all of that is inside. And it's getting this rich, expansive body of insight. And some of that comes from data. There's a lot of talk about data in marketing. Some of that insight will come from qualitative sources. Qualitative sources can actually be extremely valuable if they're, you know, surfaced in an intelligent way and managed properly. So those are the kinds of things that we help clients with is just make sure that they're not overlooking really critical points of insight and that there then, bringing all that together and distilling that in a proper way.
