Consumer Insight

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 [...]

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our global brandgym Partner [...]

‘Millennials’ is one of the most over-used and mis-used buzzwords in marketing today. The term is often used to mistakenly portray people aged c. 25-34 as a homogeneous segment in [...]

Reading a Jack Daniel’s poster (see below) while waiting for a London Underground train today got me thinking about what an enduring and iconic campaign the brand has. It’s a great [...]

I came across an interesting article in The Washington Post about how Timberland has mined customer data to help "reboot" the brand, here. The relaunch was promoted by revenue [...]

The new communication campaign for Airbnb grabbed the attention of Mrs Taylor and myself when we saw it on TV this week. It's a really interesting example of a digital business making use of [...]

Should famous brands consider re-running famous ads, even if they are 20 or more years old?  An recent article in The Times suggests that this is indeed a great idea, saying: “Our nostalgia [...]