It's Not Your Imagination, Consumers Care Less.

In the early days of the pandemic there was a global sense of solidarity, rallying behind healthcare and frontline workers, and drive thru parties. Many watched viral videos of neighbors socializing on balconies or howling at the moon to feel connected during lockdowns. Now, as Covid-19 numbers climb and vaccinations and masking has become a political wedge, we see folks retreating into their respective corners. We are hearing about burnout in healthcare workers, anger from exhausted caregivers, and passionate pleas from communities where people live, work, and play. Therefore, it’s now more important than ever for companies to explore an approach that authentically engages and connects with communities beyond traditional marketing tactics, as the advertising strategies that worked for your brand in 2019 simply will not work today. Continue reading...

Why Brands Must Have A Deeper Understanding About The Nuance Of Emotions

As the world struggles to cope during this unprecedented time, the value of understanding the nuance of the emotions, individuals are experiencing is critical. Sleeping Giant’s CEI, Consumer Emotional Index, is hard at work to understand and surface consumer feelings, attitudes, and behaviors to empower brands to utilize insights, and to connect on a deeper level. We are experiencing a societal level trauma, which is transforming the way audiences want to interact with brands. Continue reading...

It's Not Your Imagination, Consumers Care Less.

In the early days of the pandemic there was a global sense of solidarity, rallying behind healthcare and frontline workers, and drive thru parties. Many watched viral videos of neighbors socializing on balconies or howling at the moon to feel connected during lockdowns. Now, as Covid-19 numbers climb and vaccinations and masking has become a political wedge, we see folks retreating into their respective corners. We are hearing about burnout in healthcare workers, anger from exhausted caregivers, and passionate pleas from communities where people live, work, and play. Therefore, it’s now more important than ever for companies to explore an approach that authentically engages and connects with communities beyond traditional marketing tactics, as the advertising strategies that worked for your brand in 2019 simply will not work today. Continue reading...

Why Brands Must Have A Deeper Understanding About The Nuance Of Emotions

As the world struggles to cope during this unprecedented time, the value of understanding the nuance of the emotions, individuals are experiencing is critical. Sleeping Giant’s CEI, Consumer Emotional Index, is hard at work to understand and surface consumer feelings, attitudes, and behaviors to empower brands to utilize insights, and to connect on a deeper level. We are experiencing a societal level trauma, which is transforming the way audiences want to interact with brands. Continue reading...

The CEI is the conscious side of our unconscious/conscious research platform, SGLabs, is the culmination of almost 20 years of studying how brands should engage with the lifestyles that make up their customer base. Our team of senior marketing/business execs, psychologists, psychotherapists, neuroscientists, researchers, designers, artists, and professors have been applying psychological learnings to marketing strategies for many years. For our clients who tap into these learnings to inform their brand strategies and marketing, the results speak for themselves.

The CEI is the conscious side of our unconscious/conscious research platform SGLabs, which is the culmination of almost 20 years of studying how brands should engage with the lifestyles that make up their customer base. Our team of senior marketing and business execs, psychologists, psychotherapists, neuroscientists, researchers, designers, artists, and professors have been applying psychological learnings to marketing strategies for many years. For our clients who tap into these learnings to inform their brand strategies and marketing, the results speak for themselves.

HOW ARE TECHNOLOGISTS FEELING?

HOW ARE TECHNOLOGISTS FEELING?

Working with giant brands, we believe:

Working with giant brands, we believe

1. Research works. Know how we know that? Research.

2. Our clients come first. Our goals are your goals.

3. It's important to have a revenue first mindset.

4. Attention to detail is paramount.

Research works. Know how we know that? Research.

Our clients come first. Our goals are your goals.

It's important to have a revenue first mindset.

Attention to detail is paramount.

Giant brands we've worked with...

Giant brands we've worked with

"Gary is a passionate, enthusiastic professional and his team did a fantastic job of bringing our executive team through the process of uncovering the truth of the Nite Ize brand. The results of their work were foundational in executing a complete company re-brand, including updated mission statement, visual identity, and brand pillars. Their research into our customer demographics & persona segmentation are the building blocks upon which we are able to make sound strategic marketing decisions to help us achieve our business objectives and continue to drive the BOOM spirit of our innovative brand."
- Rick Case, CEO Nite Ize 

"We engaged Sleeping Giant for their research-first approach. Among the important insights we gained from this work was that our brand was trusted on par with large brands such as IBM amongst our target audiences, which included CIO's and CTO's of Fortune 1,000 companies. We were able to position the brand based on these findings and gain significant market traction." - Scott Gainey, CMO Cherwell

"Gary is a passionate, enthusiastic professional and his team did a fantastic job of bringing our executive team through the process of uncovering the truth of the Nite Ize brand. The results of their work were foundational in executing a complete company re-brand, including updated mission statement, visual identity, and brand pillars. Their research into our customer demographics & persona segmentation are the building blocks upon which we are able to make sound strategic marketing decisions to help us achieve our business objectives and continue to drive the BOOM spirit of our innovative brand."
- Rick Case, CEO Nite Ize