To truly understand how your consumers relate to your brand you may need to think about it differently. Their current relationship with your brand cannot be viewed in isolation. Relationships evolve over time and their strength and character now is shaped by that evolution. Read on
What actually differentiates your product, your brand, from its competition is how it makes your consumers feel. Read on
We love food and drink products because of the way they make us feel. We come back to certain products time and time again because we feel better after eating them than we did before. Read on
As excitement mounts about plant-based and animal-free products, I am also reading more and more articles arguing that consumers are not yet convinced. Is the media hype just wishful thinking from a progressive, vegan biased few, rather than a true sustainable market reality? Read on
Brand owners need to step up their game and start to deliver the psychological benefits that their advertising has, for years, been promising Read on
When strong links exist between certain aromas and flavours and the emotions that they trigger, sometimes these links do not work in the way that we would like them to. Sometimes we need to find ways to break or retune the link. Read on
Managing heritage brands, in todays’ fast moving markets is not easy. But it can be done very effectively and with outstanding results. It starts with understanding the consumers’ emotional journey with your brand. Once you understand this emotional journey you will have the secret to stay ahead of the competition. Read on
Understanding the consumers’ emotional journeys helps us to understand how and why they react as they do. While trying to understand their rational thought process is impossible because, in truth, it does not exist. Read on
When launching a new or modified product, it is generally targeting a slightly different niche in the market. Traditional research may tell us that consumers want these products to taste the same as the product that it is replacing, but that is just a reflection of how little consumers know about themselves and a major weakness of traditional research. Read on
If Nescafé was to maintain its dominance it had to deliver greater stimulation and pick-me-up values in some regions while, from the same formula, it had to deliver more warming, soothing, calming values in others. Read on
In the same way that we understand our own relationships by understanding how they evolve, Brand Owners, also need to understand how the relationship between the consumer and the brand is created, how it evolves, builds and deepens – or disintegrates. Read on
The outputs will depend partly on the questions that you are asking and, even more particularly, on what we find out and how we think these findings will be best communicated to your team. Read on