Revitalizing the brand requires finding and satisfying a new, important customer need. Brand success requires the best in something relevant and differentiated. It means never taking your eyes off changing customer needs. With veganism and vegetarianism diets becoming more and more embedded in people’s lifestyles, anything plant based is now perceived as good. Plant-based foods
The diagram shown above is an evolution of a diagram I made at Kantar. It is my attempt to summarize as clearly and simply as possible the process by which people choose between brands based on their intuitive and reasoned thinking. I would love to hear your thoughts on good, bad, or indifferent. But first
Unilever’s oral care brands, including Signal, Pepsodent and Closeup, have announced plans to switch their entire global toothpaste portfolio to recyclable tubes by 2025 After four years of development, the recyclable tubes will be available in two of them later this year Unilever largest oral care markets: France and India. First launch in France with
Klara playfully invites British consumers to learn the truth about the brand with Spanish artist Ignasi Monreal Klarna, a global banking, payment and shopping service, has launched a new campaign in which British consumers are playfully invited to learn the truth about the brand with famous Spanish artist Ignasi Monreal. Known for working with global
Coffee Bean & Tea Leaf has named Sanjiv Razdan President of its American and Indian markets The coffee bean & tea leaf The company, one of the world’s leading specialty coffee and tea roasters and retailers, announced that food service veteran Sanjiv Razdan has joined the company as the new president of the American and
Fashion is characterized by both flocking and differentiation. Consumers want to belong to a group and at the same time assert their individuality both as a person and through their style. When H&M tried to define their brand and experience, they decided not to look for or invent anything new and different. Instead, they chose
When working with the brand, we are always looking for well-founded and intelligent thinking on the most important topics. Only through constant learning can we bring new and relevant knowledge and new opinions to our work. Here is a selection of the books that have helped us better understand and understand the role of the
B2B companies have always felt like a second cousin to popular consumer brands like Pepsi, Apple, Nike, and Beyoncé. B2B markets are more niche markets, their budgets are typically smaller, and B2B products and services are not always influenced by popular media. This has resulted in B2B brands taking on a second class status that
McDonald’s McCafé mugs and McDelivery seal stickers will help raise awareness about vaccines this summer As part of the company’s ongoing efforts to serve communities and local neighborhoods during the COVID-19 pandemic, MC Donalds works with the Biden Administration to make it even easier to access vaccine information for the millions of customers who enjoy
When workers at the Norsk Hydro PVC plant in Stenungsund on the west coast of Sweden came to work early one morning in 1996, a young man in orange overalls was chained to the factory gates as if crucified. Journalists and television teams were already there. This was just one of many measures Greenpeace took
