NEED insight

You have to be careful on a benefits ladder.   Everyone knows what to do. Start at the bottom with product features, step up to...

You don’t often find Billy Joel and AC/DC in the same sentence.   But there’s a concert of Joel’s at Madison Square Garden in 2014 where...

It used to be enough to say brands had to stay ‘top of mind’.   And positioning was described over forty years ago as ‘a battle for your...

Closer to Brands turns twenty on February 1st. Two decades down of brand consultancy and qualitative research.   For what it’s worth,...