X

With experience comes perspective. Hear what we have to say.

Based on our ongoing experience and ability to capture signals and information across the globe we continuously develop original considerations around different up-to-date topics.

Making brand social activities authentic. Why social responsibility and purpose have to be defined correctly, avoiding overlaps.

Making brand social activities authentic. Why social responsibility and purpose have to be defined correctly, avoiding  overlaps.

Two separate things When we worked on our extensive project on Brand Purpose (1), we reached the conclusion that there is often a large amount of confusion between purpose and social responsibility. This is highlighting some potential downsides as...

Learn more arrow_right

Divesting or leveraging, this is the dilemma. Selling off poor performing brands makes sense, but getting out of low growth categories could be a mistake

Divesting or leveraging, this is the dilemma. Selling off poor performing brands makes sense, but getting out of low growth categories could be a mistake

Harder and harder to grow In the current environment, top line growth for multinational CPG companies is increasingly becoming a challenge. The average revenue growth among a set of key multinational players reveals a progressive erosion over the...

Learn more arrow_right

The Brand Penetration Blog series: Why Winning Brands Are About Winning The Popularity Contest

The Brand Penetration Blog series: Why Winning Brands Are About Winning The Popularity Contest

Love it or not, in this day and age, across the global landscape… brand warfare has suddenly transformed into a brand popularity contest. Where the meek shall inherit the earth because they now have more friends. Or, in this case, more Brand...

Learn more arrow_right

Find your balance between purpose and functionality

Find your balance between purpose and functionality

Reaching a Clear Purpose One of the biggest accomplishments for any senior marketer is delivering a clear and compelling brand purpose. Brands with purpose are perceived as untouchable, immune to crisis, continuously generating value to the...

Learn more arrow_right

Brand Purpose is not just a trend. It should reflect the DNA and go even beyond.

Brand Purpose is not just a trend. It should reflect the DNA and go even beyond.

Brand purpose could be a strong mean to increase uniqueness and loyalty It’s not enough to simply have a strong brand. The role and position of a brand has changed dramatically over the last few years. A recognizable brand name, beautiful packaging...

Learn more arrow_right

Why Should I Care? A Case for Building Brand Purpose

Why Should I Care? A Case for Building Brand Purpose

Communicating brand intention is pertinent Creating a brand with a strong and clearly defined purpose has been at the forefront of marketers’ agendas for the past few years, and rightly so. As highlighted by Jim Stengel, former P&G CMO, in his...

Learn more arrow_right

Chief Growth Officers: A New Era

Chief Growth Officers: A New Era

Replacing the CMO with a CGO: A growing trend Coca Cola recently eliminated the role of Chief Marketing Officer and replaced it with the new position: Chief Growth Officer. In recent months a number of companies— notably Coca Cola,...

Learn more arrow_right

Date Your Consumer: How to Unlock Maximum Brand Growth with Switching Moments

Date Your Consumer: How to Unlock Maximum Brand Growth with Switching Moments

Consumers aren’t loyal “Brand loyalty is a myth! You can only develop habits, not loyalty,” says one Global CMO of a multinational beverages company. If brand loyalty is a myth, what are marketers to do? This exec puts it simply, “You have to...

Learn more arrow_right

One face, many voices. Why & How Brand Messaging Must Be Multifaceted

One face, many voices. Why & How Brand Messaging Must Be Multifaceted

A shift from large to small In an ever-evolving consumer society, old models that once provided marketers with consistent profit are beginning to wane in their effectiveness. Brand owners are reconsidering their approaches—and are right to do so....

Learn more arrow_right

Authenticity Through Immediacy: How Brands Can Be More Authentic

Authenticity Through Immediacy: How Brands Can Be More Authentic

In an ever-expanding global marketplace, it is becoming increasingly challenging to position a brand in an entirely unique, independent manner. However, Snickers did just that when they launched a new ad campaign during the 2017 Super Bowl. The live,...

Learn more arrow_right
1 2 3 10