Insights in Action: Cars, Campaigns, Cakes and Compost
Each month ‘Insights in Action’ discusses how research and insight has made a commercial or societal difference and what you can learn from it....
Brand Stories
How to be a disruptive brand through understanding 8 global megatrends shaping tomorrow
Today’s leading global brands are coming under threat from competitors in all directions. Disruption has become a new buzz word signaling the end to business and consumer behavior as we know it. New opportunities, stemming...
To grow both Disruptors and Defenders must play to their own strengths
Faced with disruptive competition, what can an established brand do to protect its franchise? Using data from Kantar’s BrandZ database we will explore what makes a brand disruptive in the eyes of potential customers and...
Brand positioning in the era of disruption, brand purpose and evidence-based marketing
Simply put, positioning is about owning a unique position in the mind of the target consumer. It is established relative to your competition in a way that signals differentiation....
Insights in Action: To Market. To Improve
25th August is the 100-year anniversary of the first daily scheduled international flight. It was launched by Aircraft Transport and Travel Limited (AT&T), a forerunner company of today’s British Airways (BA)....
What difference does the mood make when advertising during sports events? An analysis of the 2018 World Cup
Sporting events like the World Cup can generate great emotions and incredible moments. When the tension increases, the audience gets excited, a goal is scored, fans cheer or cry, they can hardly stay in their...