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John Cayer Shares Thoughts on Concept of Consumer Insight

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Total Case Duration :

  • Date Added : 10/1/2005
  • Clip Duration : 2 min. 48 sec.

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John Cayer

  • , SC Johnson
  • male
  • Caucasian
  • 1968 (Age: 53 years old)
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • Video 1 of 15 in this Case
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Biography

John Cayer has worked in Brand Management at SC Johnson for the past 10 years.

John Cayer is a graduate of Cornell University.

What do we mean when we say consumer insight? Well, the importance of it is, to understand the underlying motivation of each element in the positioning statement in ways that are most meaningful to the consumer. It's really - how do you explain where that position - that positioning is of the bran...(Full transcript available to logged in subscribers.).

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John Cayer videos

Video 1 of 15 John Cayer Shares Professional Background In Brand Management
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 1 min. 2 sec.
Video 2 of 15 John Cayer Discusses Background of Brand Management
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 3 min. 47 sec.
Video 3 of 15 John Cayer Defines Difference Between A Product and a Brand
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 2 min. 21 sec.
Video 4 of 15 John Cayer Shares Thoughts on Concept of Consumer Insight
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 2 min. 48 sec.
Video 5 of 15 John Cayer Discusses Brand Equity
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 3 min. 9 sec.
Video 6 of 15 John Cayer Discusses Mystery of Determining Return on Advertising Dollar
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 0 min. 52 sec.
Video 7 of 15 John Cayer Discusses Value of Brand To The Consumer And the Company
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 2 min. 33 sec.
Video 8 of 15 John Cayer Discusses Decision To Enter Career of Brand Management and Role of Brand Manager
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • John Cayer
  • 3 min. 11 sec.
Video 9 of 15 Jaime Allen Discusses Academic and Professional Background
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 1 min. 53 sec.
Video 10 of 15 Jaime Allen Discusses Progression of Career at SC Johnson
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 2 min. 28 sec.
Video 11 of 15 Jaime Allen States Brand Managers Are At Center of Marketing Wheel
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 2 min. 56 sec.
Video 12 of 15 Jaime Allen Discusses Role of Brand Manager
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 2 min. 5 sec.
Video 13 of 15 Jaime Allen Shares Example of Problem With New Fresh Brush Product Being Developed
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 1 min. 47 sec.
Video 14 of 15 Jaime Allen Discusses Decision To Scrap Existing Inventory And Fix Product Prior To Launch
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 2 min. 22 sec.
Video 15 of 15 Jaime Allen Discusses Typical Week In The Life Of An Assistant Brand Manager
  • John Cayer and Jaime Allen - Lecture - SC Johnson
  • 10/1/2005
  • Jaime Allen
  • 6 min. 9 sec.

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