We were working with a major international coffee brand as they established coffee in what had traditionally been a tea market. They had had a great degree of success establishing a strong presence with a…
Consumers do not choose yours or your competitor’s product because it is the best on the market. They choose it because they believe that it is the best for them. You might have technological advantages…
I was running research groups in China a few years ago as young consumers explained to me that a certain branded snack was out of date, old fashioned and for their grandparents. As I came…
Sometimes your greatest brand strength can also feel like your biggest weakness. Your brand was first to market, has always been the market leader, has a heritage that its competitors lack. But now your competitors…
To truly understand how your consumers relate to your brand you may need to think about it differently. Their current relationship with your brand cannot be viewed in isolation. Relationships evolve over time and their…
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