Choosing Words Through Word Association

Challenger Brand Marketers know that the foundation of effective brand building is constructed with meaningful, relevant, concise messaging that connects with the prospect and drives them to action. Once the messaging is in place, the rest of the brand can be brought to life through look, feel and imagery. It’s the language, though, that remains the precious minerals that must be mined from within the psyche of the prospective customer. That’s right, the psyche.

The valuable brand messaging must be extracted from deep within the customer, and oftentimes, psychology is simply the necessary approach to get to the truth. As part of our Discovery process, we like to put customers through a classic Word Association exercise. 

Cambridge Dictionary says of Word Association, a method sometimes used in psychoanalysis in which the person being treated says the first word they think of when a particular word is said, which may help to discover how parts of the mind work. 

Or as Bing Definitions says, it’s the spontaneous and unreflective production of other words in response to a given word, as a game, a prompt to creative thought or memory, or a technique in psychiatric evaluation. We simply see the exercise as an engaging, interactive way to find out how customers feel about our client’s business.

When building out the Word Association exercise, we recognize that the magic lies in which words are chosen and in which order they are unveiled to the customer. The goal is to make the customer feel comfortable and engaged to solicit the most useful feedback. 

To accomplish this, we design the exercise in an inverted pyramid; we share broad industry terms first and then work our way down to the more specific, product-related terms until we find out how the customer feels about our client. 

We like to include competitor brands as well, to hear our customers’ emotional opinions about other buying options. It is this feeling the customer has about the client, particularly as it relates to their direct competitors, that becomes most useful when considering our messaging approach.

word association worksheet

If you’d like some help putting your customers through a formalized Word Association exercise to help build your messaging strategy, contact us here.

Until next month…

Signup For Gumas's Challenger Brand Marketing Tips Newsletter

About Me

Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
How do you know if you&#039re a Challenger Brand?
How do you know if you're a Challenger Brand?
YONEX PGA - Summary - FINAL w/subtitles
YONEX PGA - Summary - FINAL w/subtitles
What is Challenger Branding?
What is Challenger Branding?
Jr Giants Commercial
Jr Giants Commercial
How does Challenger Branding market differently than a leading brand?
How does Challenger Branding market differently than a leading brand?

About Gumas

As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.

Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.

From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.

Testimonials

Research & Tips

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!

Challenger Brand Tips

Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!
Learn More

Joining Our Challenger

Brand Marketing Newsletter

Read our book

Marketing Smart Ebook is Absolutely Free

Read our book

Marketing Smart Ebook is Absolutely Free
Learn More
X

Request A Consultation

Want To Take On Your Industry Gorillas And Win But Don’t Know Where To Start? It’s Time To Talk To The Challenger Brand Marketing® Experts. Enter Your Information Below To Start The Conversation.

"*" indicates required fields

Join our mailing list!


Request a Consultation

Want to take on your industry gorillas and win but don’t know where to start? It’s time to talk to the Challenger Brand Marketing® experts. Enter your information below to start the conversation.

"*" indicates required fields

Join our mailing list!