The second of the 4 factors I propose for innovation success is the need to enter the mind of your customer.
Enter the mind of your customer
Think pieces
Latin America: How to thrive in a market we don’t understand
Being Brazilian technically qualifies me to be a Latin American. However, I must say I’m not sure...
Leadership lessons from Leicester City's league win
Football club Leicester City have recently won the English Premier League.
The consumer bites back
This morning‘s news announced the death of an otherwise unknown man in the US, William Backer.
Things to consider before rebranding your business
Recently Instagram has given itself a rebrand. After 5 years the brand has introduced a new icon as well as
Creating inspirational plans
“There are only Monster Missions, all other missions are useless.”
What commits customers to brands? (clue: it isn’t love).
Marketing’s core role is to provide experiences that commit customers to a brand. Can science shed any light on brand relationships and loyalty?
The seven unmistakable signs of a sh*t brand consultant
Your portable toilet business has nothing to learn from Steve Jobs, and if a consultant even mentions Maslow’s Hierarchy...
The experiential excellence collection: Disney and McDonald’s nail it. Again.
Summer is always a great time of year to be part of the experiential marketing world.
Neuromarketing Essentials: what every marketer needs to know
Peter Steidl is one of the authors of the excellent Neuromarketing for Dummies and, when I reviewed that book...
How marketing can put forgotten people back on our radar
If you were living with dementia, who could tell your story? Or if you were living in Sierra Leone during
Are brands unwanted obstacles between fans and their passions?
Marketers like to be able to say their brands ‘own’ something...
The Social Traveller
Singapore Tourism Board (STB) recently commissioned We Are Social to investigate the emerging trends shaping people's use of social media in relation to travel.
Hit or miss? Roar or Snore?
It takes a brave designer to muck about with anything to do with our national game...
Clients are doing it for themselves
Have you heard of Survey Monkey? Google surveys? Of course you have.
The subconscious influence of Optimism
One of the most effective ways to help people grasp - and become more aware of the existence of - our cognitive biases...
Cannes Lions 2016: Are you attending?
Cannes Lions has been Inspiring Creativity for 60 years. It is the world’s greatest celebration of creative communications in all its forms.
Letter from: an expat in Dubai
As the Society opens in the Middle East, one of our committee members talks about moving recently to Dubai...
Letter from Dubai: chemistry meetings
It was a hot, sunny October day in Dubai as I welcomed my colleagues from the European, Asian and South African offices of Roth Observatory International.
Why does marketing for good sometimes go bad?
Age UK are in trouble for doing a deal with an energy provider that raised £6m a year for the
Names with meaning working in the global south
I wanted to share some tips to help others working on brand projects with clients in different continents. Having developed