Archive

From curation to hyper-personalization

Personalization isn’t new. In 2006, Time Magazine declared ‘You’ as ‘Person of the Year’. With more and more consumers identifying personalization as a reason to hand out more dollars, coupled with unprecedented availability of data about their wants and needs, it’s important for businesses to

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

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Delivering sustained growth

A June 2019 study by NYU Stern's Center for Sustainable Business has finally debunked the myth that consumers don't buy sustainable brands. For many years, brand managers have complained that whilst consumers claimed they intended to purchase sustainable products, in reality, they did no such

Winning the innovation challenge in a world of infinite choice

Brave brands grow faster. Average annual sales growth of 10.7% was enjoyed by the top one third bravest brands, according to our research. A 1% average fall was suffered by the bottom third.1 We set out to rank 240 leading brands according to their bravery –

Bringing the Consumer in early

The marketing brief comes in, and everyone on the team is pumped. The project is one of those exciting projects your peers get jealous of. Breakthrough innovation! You are told it is going to be game-changing to the category and your business. The team wants to stretch

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),

Renovation

In my last piece, I discussed breakthrough innovation. If you have ever worked on it, you know how exciting, challenging, frustrating and rewarding those projects are. One might expect that working on established big brands could be dull, not as challenging, or not as important career-wise

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

Beware the pitfalls of focusing on your core

Every week we seem to hear another cautionary tale of a retailer refocusing on its core and retreating from ‘expansion’ efforts – whether that’s broadening its brand proposition, setting its sights on new target audiences, innovating its service offering, etc. Whole Foods plans to dial back

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