Things change, and people do too…which means innovation is necessary to future-proof your brand. But innovating isn’t limited to introducing new products and services; it takes loads of different forms, all of which offer up opportunities for new revenue streams. In this article, we’ll look at 12 strategies for business innovation and highlight examples of […]
Lego has been delighting kids (and bringing pain to grownups’ feet) for close to 90 years. They’ve always been a towering giant in the toy industry, but in the last couple of years, they’ve had to radically rethink their brand growth strategy to compete with challengers in the space and digital offerings. It makes interesting […]
Let’s play a game. What interests would you associate with the following people: Old lady… knitting Middle-aged man… golf Teenage girl… boybands It’s human nature to draw age-based stereotypes, but how accurate are they these days? When we ran a lifestyle survey of 2,000 consumers in the UK and the US, we found that only […]
For centuries, merchants from Europe have travelled West for gold, and East for silk. Today, with Brexit casting uncertainty on trade between the UK and Europe, plus the growing size of the Chinese market, it’s no wonder that Western brands are looking to China for their next big opportunity. Right now, the population of China […]
There is no right or wrong way to prioritise your work. We hear from 8 senior strategists and marketers about how they prioritise their work to get the most out of their team and their discipline and, ultimately, to meet their ambitious strategies.
2.87 billion consumers will be using a smartphone by 2020. That's literally billions of consumers with access to the internet, and the capacity to call, text, browse, shop and take surveys. Discover the 4 key steps to launch your research into international markets and capture global audiences.
How do the behaviours of subscribers set them apart from the rest of the population? What are their keenest interests? And which brands resonate most with them? This Consumer Index takes an in-depth look at this group, to better understand what makes them tick, and how brands can successfully target them.
Target market. It’s a phrase that gets bandied around in marketing circles all the time. But what does it actually mean? How do you identify it? And then what do you do with that information?
Heart racing, clammy hands. No, this isn’t a first date you’re walking into, it’s a chemistry meeting. Here are some of ways your past and future achievements can be quantified, to convince the brand that your agency can be a genuine strategic partner for them.
In his 2011 article for HBR, A Logo Is Not a Brand, Dan Pallotta declared: “Brand is much more than a name or a logo. Brand is everything, and everything is brand.” In recent marketing history, it would seem everyone has reached the same understanding, that “branding” is not the same as “brand.