Have you defined your brand’s ENEMY? – I
Big brand ideas don’t just answer what they STAND for, […]
Insight or Observation?
Not every interesting piece of consumer understanding is an ‘insight’. […]
Is your new concept scaring your consumers?
A new concept, no matter how good, requires your consumer […]
The act of creating meanings is what branding is all about
Much like different raised fingers have sharply contrasted, often powerful, […]
Segmentation
Segmentation that slots consumers, instead of needs, assume a unidimensional […]
By the time it is data, it is dated
The challenge is to anticipate, be ahead of the curve. […]
Have you considered the opposite?
Is your category feeling too uni-dimensional for new positioning possibilities?
If your brand feels old, are you fixing the right problem?
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