Blog — BYU Marketing Lab

Build trust in your brand in 3 easy steps

If you draw a box that says that the focus of your brand is premium meats from American-grown beef, you’re not going to start selling toilet paper, trips to space or grade B meats. Even if you did, customers wouldn’t accept it. Think about it, if you’re going to space, are you going to catch a ride on a SpaceX Falcon 9 rocket, or the Oscar Meyer sausage rocket? Obviously you’re going to catch a ride to space with SpaceX (though option two does sound fun and exciting). Likewise you’d choose Oscar Meyer sausage over a SpaceX sausage.

Marketing InsightsJosh FaberOctober 7, 2020brand promise, brand positioning, on brand marketing

2 More Ps and a Thank You Can Change Your Approach to New Product Development

If you need a quick refresher, the 4 Ps of Marketing are Product, Price, Place, and Promotion. But we found some gaps in the 4 Ps and we’re here to add two more Ps to your list of things to think through as you’re developing new products.

“You’re a Wizard Harry!” No Hagrid, I’m a Brand!

Steps to positioning your brand well: Understand what your consumers want, and who they are. Understand what your company and brand capabilities are. Understand how competitors are positioning their brands, so you can be unique

Marketing InsightsEllen MorrisSeptember 23, 2020Brand Positioning, Branding, Brand position research

Why You Should Have a Bromance With Data Just Like Jean-Luc Picard

Here are the three main reasons why quantitative data could save the life of your business, just like Data saved Jean-Luc.

When Freemium becomes Freemidumb: Four Tips to Avoid Failed Freemium Pricing Strategies

The problem with the freemium model is that a lot of the time, consumers get stuck on the free version and don’t want to pay for the premium version (think: constantly deleting old files from your Dropbox account so you don’t have to upgrade to the paid version).

Marketing InsightsChloe MehrSeptember 9, 2020Freemium, premium, subscriptions, subscription marketing, limited version

Is Your Brand Culturally Out of Touch?

In an era when just about anything can get politicized overnight, it is more important than ever to follow the Stephen Covey’s habit, “Seek first to understand, then to be understood.” Brands are facing new risks because our culture is shifting, with brands feeling the pressure to take on social responsibilities.

Matt MaddenAugust 5, 2020

BYU Independent Study Project Recap

When BYU Independent Study decided that they wanted to expand their reach, we knew just the marketers for the job! We were tasked with creating a robust social media marketing strategy in a very fun and unique project!

Marketing LabJuly 22, 2020

Brand L.O.V.E.

For superfans, football is life. (Or is it soccer?) Who are your brand’s superfans? Would any dress up as YOUR mascot? Maybe not, but thinking about how to develop brand love is vital. Think of a brand you just LOVE. Why do you love that brand? What does that brand do for you? Why do you feel a connection with it?

Emily CottrellJuly 8, 2020

Why Burger King’s Moldy Whopper Campaign is ‘Growing’ on Us

Burger King made major headlines by launching an ad campaign that made our mouths pucker in disgust rather than water in delight. Before you go and ‘break the mold’ by launching a campaign like Burger King’s, let’s look at a framework to help you evaluate your next ad before launch.

Are You Seg-meant To Be?

There are typically four categories that are used when dividing your consumers into segments: geographic, demographic, psychographic, and behavioral.

Why Jake Peralta Would Be Great at Conducting a Focus Group

Why Brooklyn Nine-Nine’s Jake Peralta might be good at conducting a marketing focus group.

How the BYU Marketing Lab Is Operating During COVID-19

We are anxious and eager to help our clients succeed during this time, and we look forward to offering our low cost, effective services to help even more recover from the effects of COVID-19.

Everyday examples of adaptation: my BYU year to remember

Everything is not normal right now…certainly none of us are in some constant, dreamy state of positivity. But having a good attitude and resilience is about bouncing back from stress and setbacks. Adapting not just to endure, but to “endure it well.”

Matt MaddenApril 25, 2020Resilience, Marketing Lab, Attitude, COVID-19, Adaptation, marketing during Covid-19

Lyceum Case Study

Lyceum was the perfect project for a new consultant in the Marketing Lab at BYU. We were contacted by a pair of entrepreneurs who were in the early stages of ideation for a new business that would disrupt the education sector. Drawing from their own experiences with higher education and launching ventures across the globe, these entrepreneurs saw an opportunity to disrupt the education space while making learning opportunities more widely accessible for both learners and teachers.

Scott VarnerApril 16, 2020

Choices that Prevent Heart Attacks

Did you know that the higher a job pays, the lower likelihood to die from a heart attack? You’re thinking, “Sure! If I was making six figures I would eat better, exercise more, keep up on my health, etc.” The truth is, those that make the big bucks have greater flexibility in their workday. More freedom to choose leads to lower stress, which translates to lower blood pressure, making heart problems much less likely. Choice is pretty important, yeah?

Quinn EllingsonApril 9, 2020

A Lesson in Advertising Best Practices from Mister Rogers

Fred Rogers, star of Mister Rogers’ Neighborhood, connected to viewers unlike any other program had before. While he specialized in children’s television, his thoughts on people and practices in content creation translate well into some spectacular advertising tips. Here are a few things we can learn from his neighborhood.

Segmentation Builds Effective Brands

By gathering insights about the market and segmenting effectively, Under Armour was able to build a profitable and competitive brand. What is segmentation? Segmentation is the process of looking at your market and dividing them into groups. An effective segmentation strategy is foundational for building a strong brand.

Sabrina WasdenMarch 26, 2020

How a Conjoint Could Solve Your Company’s Prom Dress Problem

Product managers know that bringing a new product to market is both costly and risky. Just as with the perfect prom dress, trade-off decisions like, “Which features should we build into the product?” or “How should we price the product?” could make or break the product’s success.

Spencer CallMarch 19, 2020

Bouchard Case Study

Bouchard was trying to make a conscious attempt to develop their own brand internationally. They wanted to enter the US market. However, entering the US market successfully is easier said than done, especially when their primary product to enter was a bar of new probiotic chocolate.

Three Ways Emperor Palpatine Could Have Saved the Empire by Focusing on Brand Love

We at the Marketing Lab suggest that the whole misunderstanding could have been avoided by the Empire reinforcing their own brand love through creating unique engagement experiences for each Galactic Citizen.