First impressions matter
First impressions are important, and you get only one chance to make a good one. This is true in dating but also true when it comes to trying a new product....
Research in Practice
Agile Research
The two concepts go hand-in-hand, and agile development doesn’t truly exist without involving the voice of the consumer....
Women are taking the lead – In sports ads, as well
For the first time in history, the ratio of female participants at the 2020 Tokyo Olympics was set to reach almost 50%....
“We must fight for face-to-face market studies, health crisis or not! ” Interview with Isabelle Fabry
The Covid-19 health crisis has triggered a reflex to work online even more than in the past. This phenomenon is completely understandable. But do we really have to accept the disappearance of face-to-face market studies?...
Re-igniting brands by leveraging archetypes
Let us consider a few brands and their specific messages which leveraged their archetypes well during this period....
Re-igniting brands by leveraging archetypes
Using Margaret Mark and Carol Pearson’s seminal work on archetypes and branding (The Hero & the Outlaw; McGraw Hill; 2001) we will demonstrate how each archetype can deal with the Covid crisis....