Archive for Month: January 2019

Tracking your brand’s performance should be simple, right? You just survey the market at regular intervals and you track your brands health against its competitors. If only. It turns out that there are a lot of potential pitfalls, which, once recognized can be avoided. 1. Surveying not often enough. Brands […]

Brands can connect with consumers at an emotional level in several ways. One way is by occupying a place associated with an inherently emotional occasion, such as an annual holiday or season. Many premium beers, for example, create season-specific varieties that they offer year and year. Same with chocolate manufacturers, […]

Zola said, “If you shut up truth and bury it… it will but grow, and gather to itself such explosive power that the day it bursts through it will blow up everything in its way.” This is true in both research and life. In my work with scores of Fortune […]