NEED insight

Back in the doom and gloom of January, I started on a new project. The brief was tough. Create a model that explains how brands get...

We all know what insights are built on. As Bill Bernbach said, simple, timeless, human truths. I still believe the best insights for...

There’s nothing wrong with positioning a brand around having a laugh. Or a social purpose. Or offering the best service in town. Or being...

“I will tolerate no dissension up there. My word will be absolute law, beyond appeal. If you don’t like a particular decision I make, I’d...