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Brand Insights

By definition brand insights are the result of a deep understanding of your customer. They serve as a guide for brand success.

Brand Insights

Applying The Five Forces Model To Brand Strategy

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Applying The Five Forces Model To Brand Strategy

Michael Porter mapped out a simple, but powerful model for deeper understanding of the marketplace in 1979.

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Brand Insights

How Brands Win With Mindset Based Targeting

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How Brands Win With Mindset Based Targeting

In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.

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Brand Insights

Opportunities Emerge For Deeper Brand Insights

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Opportunities Emerge For Deeper Brand Insights

Recently I walked away from an inspiring consumer insights summit in Madison, Wisconsin with three important takeaways for brand insights professionals.

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Brand Insights

Marketers Must Follow The Brand Insights

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Marketers Must Follow The Brand Insights

At his presentation at The Un-Conference: 360 Degrees of Brand Strategy for a Changing World, Chris Wren included this deceptively simple observation: “Follow the insights,” he suggested, “Wherever they may lead”.

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Brand Insights

Brand Equity Study: The Insurance Industry

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Brand Equity Study: The Insurance Industry

When we conducted our insurance industry brand equity study, we uncovered the following:

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