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Laddering is a research technique, which enables hierarchical posi­tioning of concepts in pre-defined clusters. Traditional brand and product benefits ladders, used to be built around three categories: technical, functional and emotional benefits. In other words, all product and brand offers were built around their ability to deliver on technical specs

#theBlur is first and foremost a convergence phenomenon As we have previously explored, one of the major effects of the convergence that The Blur is imposing is the need to create new partnerships and new open innovation ecosystems where traditional manufacturers will have to start collaborating with brands and manufacturers from non-adjacent industries. We have

Side effects of #theBlur: Brands at risk of extinction by algorithm In our research, ‘Premium Beyond Digital’, we have defined the megatrend of #theBlur, whereby categories, occasions and ultimately our lifestyles, are overlapping and blurring into new concepts. These new constructs tend to be not as actionable as the previous paradigms,

Alternative Consumer Lending is part of the broader Fintech revolution and when we talk about Fintech, we tend to treat all its various components very homogeneously, although they are not. For example, a very visible piece of the puzzle is the online and mobile payment component, a market space which