NEED insight

What exactly do we mean by a light buyer?   Do we mean an occasional buyer or a non-buyer or both?   Is it a light buyer of a brand or a category?   If it’s category, do you mean your view of the category or the buyer’s?   And are we talking once a month, once a year or once a lifetime?   I always try to imagine people I’ve actually met in a research group.   To start with, if they only buy a brand once in a blue moon, they’re going to be a nightmare to find.   Unless that on

Anybody else noticed Chat GPT or Claude starting to get a bit exasperated with them?   Like many brand strategists, I’m often guilty of overthinking things, particularly when it comes to a positioning.   As I endlessly circle back around the direction and the wording, more than a hint of impatience can creep into my LLM of choice.   “That’s it!” “Now we’re cooking!” “Perfect!” “You’ve got it!” “Done?”   Once even: “Does this feel right? Or are you going to keep second-guessin

This much I know. Brands live in people’s memories.   They’re also in companies and on balance sheets. But they’re primarily a set of associations that people remember, consciously or not.   What I don’t fully understand is how memory works, despite the best efforts of folk on LinkedIn who try to explain it to me.   I get that memory is dynamic. It’s rebuilt in the moment it’s needed. So context matters, as does relevance to your needs, all shaped by prior expectation.   But

If you picture a tree, you think of its leaves, branches and trunk. It’s natural, that’s what you can see.   You might also think about snoozing in its shade, risking a climb or admiring the changes through the seasons.   You can’t see its roots but you know they’re there. They have to be.   What you might not know is that trees have different kinds of roots, each doing a different job.   There’s the tap root, which is how many trees start until other roots take over.   There