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.

1. BRAND TAGS

2. HI, I’M NOAH

3. BRAND TAGS

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

5. IF YOU ASK PEOPLE WHAT
THEY THINK OF A BRAND

6. AND WEIGHT THE RESULTS

7. YOU’D GET A PRETTY
ACCURATE VIEW OF
BRAND PERCEPTIONS

8. 1.5 HOURS LATER

9. PRETTY IS THE ENEMY OF PROTOTYPES

10. IS IT WORKING?

14. TAKE MORE SCREENSHOTS

15. LAUNCH DAY

16. PERSONAL RESPONSES

17. SPAM!

18. LACK OF DESIGN

21. UTILITY
A measure of the relative satisfaction from
consumption of goods.

22. SATISFACTION
UTILITY

23. SATISFACTION
Fulfillment of one's expectations or needs.

24. EXPECTATIONS
SATISFACTION
UTILITY

25. IMPRESSED
SATISFIED
DISAPPOINTED
EXPECTATIONS EXPERIENCE

26. IMPRESSED
SATISFIED
DISAPPOINTED
EXPECTATIONS EXPERIENCE

27. IMPRESSED
SATISFIED
DISAPPOINTED
EXPECTATIONS EXPERIENCE

28. IMPRESSED
SATISFIED
DISAPPOINTED
EXPECTATIONS EXPERIENCE

29. IMPRESSED
SATISFIED
DISAPPOINTED
ADVOCACY
EXPECTATIONS EXPERIENCE

30. THE DAILY

31. EXPECTATIONS CHANGE EXPERIENCES

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?”

33. EXPECTATIONS CHANGE EXPERIENCES

34. PRODUCT MARKETING
PRODUCT = MARKETING

35. MARKET = PRODUCT

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”

37. THE SALE