The document discusses various topics related to brands, marketing, and consumer perceptions. It includes quotes about how a brand only exists in consumers' minds, and how price can affect consumers' experiences with and outcomes from a product. It also summarizes an article about how McAfee tapped Tribal as its lead agency to help differentiate its brand from competitors like Norton and Symantec using brand tag analysis.
4. “ "THE WAY I LOOK AT IT, A BRAND ONLY EXISTS
IN THE CONSUMER'S MIND. THAT OTHER
PRODUCT ISN'T A BRAND YET BECAUSE
CONSUMERS DON'T REALLY KNOW ABOUT IT.
IT'S STILL A PRODUCT."
Source: “Who’s the Boss?” Martin Bihl, AdWeek
32. “ “WHAT WE DOCUMENT IS THAT PRICE IS NOT
JUST ABOUT INFERENCES OF QUALITY, BUT IT
CAN ACTUALLY AFFECT REAL QUALITY ... SO, IN
ESSENCE, [PRICE] IS CHANGING PEOPLE’S
EXPERIENCES WITH A PRODUCT AND,
THEREFORE, THE OUTCOMES FROM
CONSUMING THIS PRODUCT.”
Source: “Does a Wine’s Pricetag Affect its Taste?”
36. “
"TRIBAL IDENTIFIED MCAFEE'S BRAND CHALLENGE AS
DIFFERENTIATING IT FROM COMPETITORS NORTON
AND SYMANTEC. TO PROVE THAT THE BRANDS TEND
TO BLEND TOGETHER FOR MANY CONSUMERS, TRIBAL
TURNED TO BRANDTAGS.NET, A WEB SITE THAT
PRODUCES TAG CLOUDS OF THE WORDS USERS
ASSOCIATE WITH BRANDS. THE CLOUDS FOR MCAFEE
AND ITS RIVALS WERE SIMILAR."
Source: “McAfee Taps Tribal as Lead Agency”