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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

A new era of education A lot has changed since Frederick Taylor published his Principles of Scientific Management in 1911. A little over a century later, what was then cutting-edge management practice has been demonstrated to be a most destructive way to think, as predictability gives way to turbulence. What used to ensure

Do you do digital? As consultants, one of the questions we often get from prospective clients is whether we are able to develop a brand digital strategy. The answer we give - which has probably already cost us a number of clients, and it’s probably arrogant - we don't actually do

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,