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Managing Net Promoter Scores

They are one of the modern management tools. Almost every time we interact with an organisation we are asked to score them on how well they did. Then someone within the organisation is tasked with…

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Alex was in a Fix

Alex was in a fix. She had the local ownership of a leading global brand. In her market, it had always led the competition, but recently a local competitor had been taking market share and…

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Improving on the Best

It is the hardest of tasks. Your product is the market leader, your customers love it. You have the biggest market share and a premium price. But your competitors are closing the gap, your market…

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Black Boxes and Rollercoasters

Do you measure your consumers’ emotional reaction to your brand or do you actually understand it? Your brand experience produces an emotional shift in the consumer, it changes how they feel. It is this that…

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While Efficacy is important, Consumer Belief in your brand is Critical

There are many areas in consumer healthcare, domestic and personal hygiene where the efficacy of the products is similar across all brands and variants. Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, disinfectants… all achieve…