When rebrands go wrong

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'The Uses of Research' - Segmentation: Sony Music

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Research is a key tool for chief marketing officers looking to remain competitive and innovative in a fast-changing business landscape. To help CMOs and senior marketers learn more about research and how to extract, utilise and benefit from customer insight, Marketing Week is partnering with specialist company Quadrangle to present a regular series of must-watch videos.

Each video looks at a facet of research through the lens of a client that is leveraging it to stay ahead of the game. The series begins with a three-part look at segmentation, beginning with a revealing look inside Sony Music.

Readers' comments (1)

  • Why should companies engage in large programmes like the one described in the video? Is there a longer term committment to shift the balance, to change how business operates? Is there a true commitment to customer focus?
    Quote sourced from the video: "Get people excited about audiences as they are about artists..."
    "It was a managerial and cultural challenge rather than how we do segmentation ..."
    "Fundamentally this is a story about culture change and about how insight and intuition can co-exist and about how insight can help support intuition"

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