Consumer Insight

Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to [...]

The global media director of Adidas, Simon Peel, shared some important insights on how the global sports brand is shifting its focus from marketing efficiency to marketing effectiveness in a [...]

This post looks at how marketers can respond to the ‘innovation squeeze’ introduced in last week’s blog: the dual demands of lower costs AND rapid innovation to drive topline [...]

Our 12th annual research project focuses on the hot topic of innovation. In this first of two posts we look at the relationship between innovation and cost cutting: have big brands focused less [...]

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big [...]

Post by David Nichols, Group Managing Partner and Head of Brand-led Innovation Many companies we talk to today are interested in brand purpose. The challenge is to ensure that any brand purpose [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam Asking questions and being a good listener is key to ‘getting under the skin’ of brand and business issues and unlocking learning. [...]

Getting close to consumers to build ‘consumer intimacy‘ has always been a priority for marketers. And, if anything, this is becoming more important in today’s world where attitudes [...]

We Transfer’s co-founder and President Damian Bradfield explained in a recent Times article (1) how he and his team have built a successful brand by focusing on being brilliant at ONE [...]

Sometimes the simplest brand ideas are the best. In particular, ideas don’t always have to rely on product innovation, they can be based on marketing innovation, as Quality Street* recently [...]