Quester Launches 'DRIVE' Brand-Building Methodology

In the US, strategy and insights firm Quester has launched a brand-building methodology called DRIVE, which the company says 'puts real people and their love and emotional connection to brands at the heart of the creation process'.

Quester uses moderators to plan discussions which are then launched to huge samples and conducted by artificial intelligence. The results are analyzed by researchers who examine nuances and hidden emotions in language that drive behavior.

DRIVE is an acronym which describes the different steps in the brand-building process - discover, reveal, inspire, visualize and evaluate. The tool focuses on participants' emotional connection and passion to create 'stories that will resonate and connect with consumers', and the firm says this will drive long-term brand goals such as loyalty, price inelasticity, extensions, and sustainable profits.

Brett Townsend (pictured), SVP of Strategy, explains: 'More and more, we are asked by clients to provide our point of view on a number of subjects, including how to help build stronger brands. DRIVE is a framework we created to not only provide a strong point of view on brand building but more importantly, how Quester can help companies achieve it'.

Web site: www.quester.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.