Track brand consumption and loyalty across a consumer’s lifespan—and you’re the consumer:
- Create a map that moves across your life at 5-year increments, beginning with birth and ending with one’s current age. The last increment might be less than a 5-year gap. For each stage generate a list of the brands you associated with that time of your life.
- After each brand write two statements: 1) what that brand meant to you then, and 2) what it means to you now.
- Find one ad that you remember from childhood (i.e. made an impression and has stuck with you). If a print ad, put it in your Idea Book. If a video ad, find it online and indicate the appropriate keywords.