A weak and wobbly lesson for marketers?

Theresa May's campaign offers learning for any marketer carefully crafting a winning concept for an important launch. No doubt informed by surveys and focus groups her team were crystal clear on their winning benefit (the best Brexit outcome) and why they were believable (the strong, proven leadership of Teresa May). They ended up with this... Continue Reading →

9 Jun 2017 0

Insight to better ignite ideas

Many of my recent projects have been focused on product or service innovation. My involvement often starts with preparation for idea generation activity. Part of this preparation almost always involves gathering and reviewing available insight into our target consumer and/or customer. I embrace this insight as a core ingredient (alongside other material) for both successful... Continue Reading →

18 May 2015 0

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