NEED insight

A few months back, I came up with the simplest brand model I could imagine. Two concentric circles - ‘how you stand out’ on the outside,...

Listening to the endless debates on marketing is like sitting on a giant pendulum. Swing one way, you get to the Evidencers and the...

What’s the best word to describe that thing at the centre of a brand, the circle in the circle? Essence? Too static. DNA? Too...

You don’t see Status much on need maps anymore. It’s still there, hidden among the Sophistication, Discernment, Superiority,...