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

grpahic of a plastic bottle with a red cross through it

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

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

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 –

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

From customer centricity to customer value

Every business needs the ability to understand complex and changing customer needs, and the agility to respond to them. But many B2B companies are failing, on both counts. We can see that when it comes to customer centricity, B2B companies talk a good game. The problem

Empathy

Healthcare is awash with complexity. Patients, providers, and manufacturers all struggle to achieve their respective goals. But there’s an untapped resource that can bridge the divide—and it’s a skill we all possess. We’re talking about the power of EMPATHY. Increasingly, businesses are putting the spotlight on

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

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

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