The Polaris Point of View

3 Reasons Why Brand Value is Worth More Now than Ever

There's a dilemma in branding, that the value of a brand is diminishing due to the internet and multi social media platforms. Some argue because so much information is out there readily available the research isn't necessary anymore. Well, our branding expert couldn't disagree more. Here are her 3 important functions of a brand and why the research is [...]

New Product Research: Innovation Doesn’t Always Equal Success

In February of this year, Coke announced the first frozen beverage in the 31-year old Diet Coke brand lineup. In an exclusive agreement with 7-Eleven stores, Coke launched Diet Coke Frost Cherry with its usual advertising and media fanfare. And many welcomed the introduction of another diet Slurpee product to 7-Eleven. (Currently, the only diet Slurpees available are Fanta [...]

Are Brand Taglines a Thing of the Past?

After 40 years, Burger King is abandoning the “Have it Your Way” slogan in favor of the new “Be Your Way.” Huh? That’s right. “Be Your Way.” In an interview with Huffington Post, Fernando Machado, Burger King's senior vice president of global brand management, explained “that "Have It Your Way" focuses only on the purchase — the ability to customize a [...]

Brands Need to Evolve Before They Become Extinct

If you are like me, your Mom had a subscription to at least one of the venerable publications known as the Seven Sisters. Meredith Publishings’ Ladies Home Journal, Better Homes and Gardens, Family Circle and Hearst’s Women’s Day, Redbook and Good Housekeeping all targeted the married-with-children home-maker. In fact, my Mom had a couple subscriptions – or she traded [...]

Tracking Customer Satisfaction: 5 Compelling Benefits

You’ve heard the old saying “what gets measured gets done.” And it’s not very convincing to tell your employees and the marketplace that your company is customer focused if you’re not even taking basic measurements of customer experience, such as satisfaction and loyalty. None the less, I think we can all agree by this time that customer focus pays [...]