People learn by comparison. They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one. When you position your product in an existing category… Read More
People learn by comparison. They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one. When you position your product in an existing category… Read More
It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion. You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good…. Read More
Asking a consumer about something overrides the natural state that thing occupies in his or her experience. It’s very hard to preempt what people will find interesting or attention worthy – which makes it very risky to presume… Read More
The best briefs are when the creative team leaves the brief meeting with ideas already in their head. If your brief is boring, or leaves the creative team with more questions than answers, or worst, demotivated, then your… Read More
Most people aren’t exclusively loyal. Most people aren’t devoted to a single brand and are very happy to buy regularly from a range of brands. They have their loyalties. But they are polygamously loyal. And this is reflected… Read More
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