Understanding Audience Insights for Strategic Brand Strategy

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With HBO ’s House of the Dragon?flying full steam ahead in its second season, the show is unintentionally reinforcing a reality of this fragmented ecosystem consumers find themselves in here in the real world. The great Houses of Westeros can build massively formidable strongholds impenetrable to invading forces just as the most successful companies of today can insulate themselves from threats. Yet both can reach a point in which they are no longer able to see atop the perches of their own walled gardens. When that happens, you lose the ability to understand the trends, patterns and movements that extend beyond your line of sight. That’s dangerous for a fictional TV King let alone a global conglomerate that may falsely believe that it’s too big to fail.

For companies, that results in a failure to properly understand?what else?your customers are interested in and how they spend their money outside of your products. This prevents brands from constructing strategic bridges that are necessary for the expansion of the business as well as the ongoing maintenance of the core consumer. Knowing your consumer’s habits within your own ecosystem is crucial to success; understanding their preferences outside of that environment is instrumental for healthy longevity.

This issue of Parrot Perspective is all about understanding how brands can best position themselves to accomplish this in today’s crowded and omnipresent media landscape, answering key questions such as:

• How do we explore the key audience demographics driving interest in major brands, such as 星巴克 or 可口可乐公司 ?
• How do we better understand the external interests and passions of these customers outside of the brand's ecosystem?
• How can we leverage these insights for audience identification, activation and expansion?

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