Sometimes qualitative research can provide a real platform for some genuinely creative thinking. Entire brands have been based on exactly these types of consumer insights. The team behind the re-brand of BT Cellnet had noted in their research that consumers had said ‘my mobile is as essential to me as my house keys or my wallet – I wouldn’t leave the home without it’, and from this one thought came the creative leap to the essentials of life, and hence to ‘oxygen’ and its chemical formula O2. Backed up by a series of dramatic photographs of bubbles in motions, a key visual property and an entire brand toolkit was born. It was so powerful that its launch adverts simply used this brans idea with the line ‘a breath of fresh air’ and very little else. Through multiple campaigns, straplines and ‘owners’, the company’s core ‘idea’ has remained intact for over a decade.
Excerpt from: Branding: In Five and a Half Steps by Michael Johnson