These days’ companies are becoming increasingly concerned about Corporate Social Responsibility (CSR) and the role of the company in the community. Some companies do it because they believe they can and should have a more positive role in society, while others see it mostly as a defensive move in the event something goes wrong. Regardless your motivation, it makes sense to do it.

Imagine the new manager of a Formula One team. His goal has been predetermined with extreme clarity:’ Win the Formula One within three years.’ Because he comes from a business background, he pulls out the tried and true SWOT analysis form (Strengths, Weaknesses, Opportunities, and Threats) and begins to fill it out. is this really the best start?

Developing an effective strategy for your brand in the market is tough work. It is even tougher to manage a global brand across multiple markets and all that it carries and means from one market to another and yet still ensure that it is highly relevant to a specific local market.

We all know Dr. House; the guy we love to hate. The famous TV-character who turns the rules upside down, without any hesitation, but always manages to get his answer. You often see him standing if front of the white board jotting down diagnoses, eliminating them one by one through trial and error. His process is called Differential Diagnosis (or DDx). Lets see how this technique can be applied in consumer insight mining.

In May 2011 Apple took over the throne from Google as being the most valued brand in the world. There are many reasons for this shift. One is their understanding and support of their brand ambassadors – The Key Influencers.

We have all heard marketing communications defined as either ATL (Above The Line) or BTL (Below The Line). But what line are we talking about it? Surprisingly, very few people in marketing or in their agencies actually know.