Brand Experience Innovation: How to Bake in the Wow

When your innovation process feels rote, uninspired, or risk-averse, it's time to hit the restart button. Reframing your process to be about true “brand experience” can be the boost of power your organization needs.No matter your product development approach — whether it's consumer-led...

Brand Experience Innovation: How to Bake in the Wow

When your innovation process feels rote, uninspired, or risk-averse, it's time to hit the restart button. Reframing your process to be about true “brand experience” can be the boost of power your organization needs.No matter your product development approach — whether it's consumer-led...

CAN YOU AFFORD TO IGNORE THE CHINESE CONSUMER?

In light of China’s slowing growth (or for brands without operations in China), the Chinese consumer may have lost some of his sheen.And yet, the Chinese consumer landscape continues to evolve at a breakneck pace. Gone are the days when shopping was a purely functional endeavor for Mainland...

CAN YOU AFFORD TO IGNORE THE CHINESE CONSUMER?

In light of China’s slowing growth (or for brands without operations in China), the Chinese consumer may have lost some of his sheen.And yet, the Chinese consumer landscape continues to evolve at a breakneck pace. Gone are the days when shopping was a purely functional endeavor for Mainland...

HOW TO POSITION BRANDS IN A CONVERSION-CENTRIC, OMNI-CHANNEL WORLD

Brand positioning is under enormous pressure these days. In our omni-channel, real time, content-driven marketplace, we need a new set of tools to establish a brand’s strategy and essence. As advertising and marketing budgets shift to conversion models and away from traditional advertising models...

HOW TO POSITION BRANDS IN A CONVERSION-CENTRIC, OMNI-CHANNEL WORLD

Brand positioning is under enormous pressure these days. In our omni-channel, real time, content-driven marketplace, we need a new set of tools to establish a brand’s strategy and essence. As advertising and marketing budgets shift to conversion models and away from traditional advertising models...

IS YOUR SEGMENTATION STILL SITTING ON THE SHELF?

We often hear our clients lament the 300 page “segmentation learnings” deck that fails to illuminate and ends up sitting on the shelf, unused. Nowhere is this more true than for image-driven brands for whom aspiration is hard to express in words and attitudes alone.“Who is our current...

IS YOUR SEGMENTATION STILL SITTING ON THE SHELF?

We often hear our clients lament the 300 page “segmentation learnings” deck that fails to illuminate and ends up sitting on the shelf, unused. Nowhere is this more true than for image-driven brands for whom aspiration is hard to express in words and attitudes alone.“Who is our current...

WHAT COMEDY CENTRAL CAN TEACH MARKETERS ABOUT CREATIVE-DRIVEN INNOVATION?

The entertainment industry literally lives or dies by the quality and speed of its innovation and creativity. Even the most successful content has a relatively short ‘product’ lifecycle, and the pressure for new hit content never goes away. Seeking a better, more creative approach to innovation...

WHAT COMEDY CENTRAL CAN TEACH MARKETERS ABOUT CREATIVE-DRIVEN INNOVATION?

The entertainment industry literally lives or dies by the quality and speed of its innovation and creativity. Even the most successful content has a relatively short ‘product’ lifecycle, and the pressure for new hit content never goes away. Seeking a better, more creative approach to innovation...