HUMAN-
CENTRIC
INSIGHTS
Uncovering consumers need states and tension points to go beyond customer experience.
Have a look at our latest human-centric insights to understand our approach and our strategical vision about trends, implementations, and overall marketing practices.
From Brand Management to Stakeholder Management
When Darwin talked about “natural selection”, giving rise to Herbert Spencer’s coinage of the term “survival of the fittest”, he wasn’t saying that it’s the strongest who thrive over time, but those who are most adaptable. A crisis, or a major event that changes the natural order of things, is the test that determines adaptability. …
Going Local
What Service Businesses Can Learn from Tourism As we start to bounce back after COVID, we are happy to see customers returning to our stores, restaurants, businesses, and tourist attractions that provide so much revenue to local towns and cities. As these customers come back, we are eager to welcome them and most of us are …
Aligning Global and Local Brand Values and Attitudes
In 2011, Solen established a brand strategy for their Biscolata brand that was highly controversial for some segments of Turkish society but loved by the primary consumers of the brands – a progressive segment of consumers called Young White Turks who are modern and well educated. Solen CEO Elif Coban, a long-time proponent of women’s …
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Core Creative Idea
As marketers, we know that one of the toughest challenges we face is how to develop creative advertising that captures the customer’s attention in a very cluttered environment in a way that also delivers the key messaging from our brand strategy building preference for our brand and purchase intent. It’s easy to get lost in …
Optimizing In-Store Brand Communications Starts With Packaging
Brand managers typically spend a disproportionate amount of time with their creative agencies in developing TV advertising. As though creating brand preference and purchase intent was the whole ballgame. It’s not. It’s just the start. The brand story we can communicate with TV advertising allows us to link functional and emotional benefits to a compelling …
Optimizing In-Store Brand Communications Starts With Packaging Read More »
Human-Centric Segmentation
Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this primary driver of purchase decisions. They are charging out of the gate to design new market research techniques and segmentation that …
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