Archive

Beyond Purpose

Change is hard. No matter how much we might want to change or improve, making it happen is never easy. That’s just as true for my regular attempts to get fit, as it is for marketing directors’ ambitions to transform their brands. It can be

Taking charge

We are in the middle of a quiet yet significant electric revolution. In the US, electric vehicle (EV) sales totaled over 360,000 last year. It’s still a small proportion of the 17m+ new cars and light trucks that hit the road in 2018 but, significantly, it’s

Don’t be the next Dressbarn

Dressbarn is closing… is anyone shocked? It should be no surprise – who wants to shop at a barn? In the next five years, 75,000 US retail stores are projected to shutter and 21,000 – you read that right…21,000 – of them will be apparel

Retail 2030

Change. Future. Two words that are constantly top of mind. Two words that are laced with both excitement and anxiety. In a recent survey of Senior Retail Marketing Leaders (VP & Above), we asked, “when is change typically handled in your marketing department?” Shockingly, 50% of retail

Clash of the Titans

"Paper or plastic"? Neither, thank you Not too long ago, if you stopped by your neighborhood supermarket to pick up some items for Tuesday night tacos, the cashier might have asked you, “Paper or plastic?” This represented your likely payment options, as you probably paid with

Challenging subconscious habits

The gap between ‘say v. do’ is getting bigger and bigger. Choice. A word packed with seemingly infinite possibilities. In one study, consumers significantly underestimated how many food-related choices they made in a single day. Out of 200 actual choices they made (236 to be exact),

Goliath & David – competing with the little guy

It seems the rules of brand engagement are changing every day. In this climate, even long-standing category leaders need transformational strategies to win. A 2017 Clear study found that even established companies and stable categories are vulnerable to the rise of insurgent brands, as discussed in

Goliath & David – the big and the vulnerable

In today’s market, even the most established brands are vulnerable to small, nimble insurgents. A new Clear study finds that anticipating change is the first step to a successful response. Barriers to entry are crumbling—and so is the status quo. How vulnerable is your category? Without

Helping Britain’s ‘hassled hard-workers’

Our work in the world of financial services has led us to identify a fascinating new customer group, shaped by seismic shifts in the social and economic landscape over the last 10-15 years. This group, the ‘hassled hard-workers’, often have wealth on paper but are

Unlocking deeper trust in banking

Trust. It’s a valuable commodity, but easily mislaid. That’s why brands obsess about establishing it, winning it, nurturing it and retaining it. In high street banking, trust is once again at the top of the agenda, with marketers nervously considering the potential for contagion from the ongoing

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