NEED insight

Up and down we go like a yoyo.   From the top to the bottom of the Need Map and back again.   Few of us are out-and-out extroverts or...

The horizontal axis on a Need Map is running through everything at the moment.   That’s the one that goes from assertive to affiliative....

A brand has to stand for something. Has to.   Call it a purpose if you’re inside-out or a positioning if you’re outside-in.   Either way,...

One question in marketing has always interested me the most.   What do we want?   You.   Me.   All of us.   Because that’s what we pay...