NEED insight

Fifteen years ago, I found myself working on a project alongside another brand consultancy.   They were leading an innovation process and...

It’s ridiculous, really, to say that ‘consumers don’t give a shit’.   Maybe in the context of advertising when trying to get an emotional...

What’s your approach to brand strategy?   Are you more vision or purpose?   Target the whole market or a segment of it?   Category entry...

The hardest part of a brand strategy project is when you’re really, really close.   You’ve done 99% of the work - the interviews,...