I am sure you have a list of factors that make your brand great. But how many of these are category benefits that are shared with your competitors and of those that are distinct from…
Every company has its product experts, people who know the product. They know where it comes from, how it evolved to what it is now. They understand your competitors and they can explain the regional…
1. What do consumers really mean when they say they “like” your product? Liking is an emotional response. Consumers are very poor at expressing what they mean when they say they “like” something or why…
I read an article today that included the word “Greedflation” in the headline accusing the food industry of “greedily” continuing to increase its prices while broader inflation is falling. While the article did recognise there…
Turning around a declining brand is not easy, especially when the real reasons for brand decline are hidden deep within the psychological relationship your consumer has with your brand. We all talk about consumers’ emotions…
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