Obituaries Make Us Sad
The word ‘obituary‘ likely conjures up images of lilies, funeral homes and heartbreak. It’s generally not a happy thought … no matter how it is served up.
But perhaps it’s the context in which we think of obituaries.
Consumer-Written Obituaries Add Fresh Insight
A consumer-written obituary can be immensely helpful when it comes to the health of your brand. It can point out vulnerabilities before they become reality and help you understand why your brand is revered by its loyalists.
Doing an obituary exercise in a focus group or as preparation for a brainstorm can be very insightful. Split the group in two and have half write an obituary for your brand and half write one for a key competitor. Ask them to read their obituaries out loud and use their comments as fodder for a group discussion.
Ask These Questions
So, what’s in a good obituary?
An Obituary Can Breathe Life Into Your Brand
Sometimes, asking consumers to write an obituary can breathe life into your brand before it becomes a mere epitaph.