Consumer Insight Archives

Sep 25 2019

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

By David Taylor Big brands under attack, Consumer Insight, Innovation to Stretch into New Markets

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 growth. Two key…

Sep 18 2019

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Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

By David Taylor Consumer Insight, Innovation to Stretch into New Markets

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…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

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 brands, In…

Mar 14 2019

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Brand purpose for business growth: ellaOne

By David Taylor Brand Vision, Positioning & Purpose, Consumer Insight

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…

Feb 06 2019

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The power of simply asking “WHY?”

By David Taylor Consumer Insight, Leadership & performance

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…

Sep 27 2018

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8 consumer intimacy methods for a connected world

By David Taylor 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 and habits…

Jul 31 2018

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Quality in-store activation from Quality Street

By David Taylor 'Turbo Charged' Marketing Plans, Consumer Insight, Driving Distribution

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 showed to…

Jan 27 2018

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The “3 Fs”: How fame, fluency and feeling drive brand growth

By David Taylor Consumer Insight, Distinctive communication, Uncategorized

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…

Jan 10 2018

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Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Consumer Insight, Distinctive communication

Research for a recent brand vision project highlighted what is perhaps the best global brand campaign ever: ’You're not you when you're hungry’, by Snickers. We tipped the campaign for…

Consumer Insight46

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

Inside an insurgent: the Gran Luchito story

Brand purpose for business growth: ellaOne

The power of simply asking “WHY?”

8 consumer intimacy methods for a connected world

Quality in-store activation from Quality Street

The “3 Fs”: How fame, fluency and feeling drive brand growth

Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

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