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We are what we eat…or are we?

“We are what we eat” as the saying goes. What we put into our bodies has a significant effect on what we become. Maybe there is a lot of truth in this, but I tend…

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The secret to defending your brand

There are some brands that are well ahead of their competition. These are the brands that people like to be associated with. But when you get there, you face the perennial problem of leading brands….

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How to ensure my brand works in a different format?

Consumers like your product because they like the way that it makes them feel. This is an emotional response to their brand, and product experience, not a rational one to the communications or the ingredients…

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Buyers have emotions too…

In today’s marketplace of plenty, one of the hardest jobs is to persuade a retailer to put your new product on their shelves. Even after you have pointed out all the great new and unique…

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How to connect and manage the sensory and emotional experiences of your brand.

Imagine if you had a map connecting your consumers sensorial experience of your brand with their emotional journey. Now imagine you also had the same map for your competitors and finally you had a map…