Marketing and Research Consulting for a Brave New World
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Aug

12

Does your brand have a cold wet nose?

In: branding, Uncategorized
2 Comments

Brand equity refers to the size of a brand; brand health refers to its trajectory. Here are 8 signs if your brand is healthy.

Mar

27

Fifteen issues Marketing was not discussing 15 years ago

In: research transformation, Uncategorized
2 Comments

Marketers must use new approaches and adopt a new corporate culture to become fast-learning organizations, or they will find their opportunities in the new normal defined by a future that is not of their own making.

Mar

8

The importance of brands to a free society

In: advertising, branding
9 Comments

Feel the stories of people who grew up in cultures without choice where daily existence was defined by deprivation rather than hope. Freedom is spelled C-H-O-I-C-E, and that is the importance of marketing and brands.

Feb

27

Ten big marketing trends, part III; the changing consumer

In: listening, marketing
1 Comment

Management intuition based on past behaviors and preferences are becoming increasingly inaccurate predictors of the future, which makes a future-focused marketing research/consumer insights function more important than ever. Use a full range of listening tools to guide the marketing organization based on anticipatory insights.

Feb

3

Ten big marketing trends; part one–media planning

In: advertising, media
2 Comments

Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment

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