12 Brand Extensions Consumers Would Love to See

Brand extensions have a mixed record.
5 minute read

An Introduction to Market Intelligence

Imagine you’re trying to make a decision about how best to hit your growth targets for the year. Your options are to launch a new product; release an extension of an existing product; or take your ...
7 minute read

How to Create a Successful Brand Strategy

The easiest way to think about brand strategy is to consider your own personal answers to these kinds of questions:
14 minute read

From Gen Z to Boomers: An In-Depth Understanding of Generational Attitudes, Beliefs & Behaviours

Stereotypes tend to be borne from lazy thinking, and evolve like Chinese whispers.
2 minute read

How to Avoid Survivorship Bias and Know What Consumers Want Next

Would you take advice from a lottery winner on how to pick winning numbers?
9 minute read

The Importance of Measuring Net Promoter Score

What’s your Net Promoter Score?
9 minute read

5 CEOs on the Importance of Brand Equity

Marketers talk a lot about “brand,” but what does it really mean to the CxOs who sit in the boardroom - the ones who deal in cold, hard figures? Is it really that important?
12 minute read

Battle of the Brands: Superhero Franchises

According to Business Insider, the Batman franchise has grossed $3.4 billion; X-Men $2.4 billion. In total, the Marvel Cinematic Universe has grossed some $10.9 billion dollars since 2008.
5 minute read

Why Brand Equity is So Important and How to Measure It

Do you buy the generic painkillers or the branded ones? And why does it matter?
14 minute read

Social Media is a Terrible Way to Measure Your Brand

You might not have noticed, but the lights just went out.
5 minute read