How to approach innovation in a way that allows researchers and designers to unite and journey together through the creative process.
Challenger brands succeed precisely because they do not ape the market leader or follow the category rules – demanding a new approach to brand equity measurement.
Many Heads of Insight and Marketing are not crying out for more spend on research, but for better connection and mining of the research they have.
Although he has no formal training in economics he is one of the world’s leading behavioural economists. He has written 3 books of which 2 became New York Times Bestsellers.
Pancake consumers were ready to endorse a product that didn’t even exist because they had confidence and comfort in a brand that they already knew. This is called endowment.