Why now is the time to focus on brand experience
Coronavirus has fundamentally changed the way we interact with each other. It’s been a while since any of us have danced at a live concert or cheered at a sporting event. In fact, most of...
Brand Stories
Brand faith in a time of social crisis – a moment for marketers to make their brands indispensable
Brand passions can run deep, a guiding credo of contemporary marketing that’s really as old as the history of the discipline. One of the best-known examples of just how personally consumers may take brands was...
With the world on pause, it’s time for researchers to press play to help brands fast-forward
As this is a rapidly changing situation, and one which is affecting markets at a different pace, research is vital in helping brands to understand today and make decisions for tomorrow. Unfortunately, there is no...
Three key steps to building brands across markets
Building brands across markets entails making trade-offs between centralised and localised branding and communication campaigns. These trade-offs are seldom based on a quantified and objective framework that assesses the extent to which markets differ and...
The power of experience in growing your brand
How can brands leverage signature experiences to drive growth as global trends shift towards an experience-based economy?...
How to be a disruptive brand – Successful strategies for incumbents to strike back
Disruption is everywhere – today it is standard in every market. While not a new concept, it has certainly become an ever-bigger challenge. Even previously staid markets, such as for mattresses or towels, have shown...