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Improving on the ‘Best’.

There are some brands that are well ahead of their competition. These are the brands that people like to be associated with. However, as a leading brand you face the perennial problem of the major…

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Finding ‘White Space’ in the market.

Finding the gaps in the market, the opportunities for new or modified products that satisfy a new or unanswered consumer need is the aspiration of many brand owners. However, many of these “gaps” in the…

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Uncovering the uniqueness of your Brand.

It is nothing new to talk about the consumer’s emotional relationship with your brand. Marketers and advertising execs have focused on emotions for over 100 years. This is generally focused upon how a product or…

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Creating synergy in the product experience to keep ontrack.

It is that time of year when brand plans are being written and updated. Looking at current trends and predicting how these will affect our brands and how we can steal a march on our…

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Why Freshness is an emotional response.

Freshness is important in so many food and drink categories and I spend a lot of time talking about it with many of my clients. But what is freshness? What defines freshness to our consumers…