Category Archives: Design
Trends Matrix
Posted on 03/03/2020
Trends matrix: a holistic view of relevant trends The trends matrix is a vital tool in setting the scene for analyzing and understanding consumer insights. As a matter of fact, on one side, the trend matrix helps prioritize insights. But also provides a clear view of what drives a consumer behavior change. In most of […]
The art of – and the science behind – Brand naming
Posted on 03/03/2020
How do you go about brand naming? Brand naming is a very challenging process that is borderline art and science. It is an unbelievably important task, which requires creativity and a great dose of strategic thinking. First and foremost, a brand naming exercise should deliver a brand name with 2+1 dimensions: 1) Promise: evoke […]