NEED insight

What are brands, if not memories?   If you’re meeting one for the first time, there won’t be anything to call on.   After that, the brand...

Consultants love saying that strategy starts with a problem to be solved.   And planners say the trick is turning a business problem into...

Does your brand have a colour?   Is that how it gets spotted in a crowd? And recognised?   How about triggering associations?   All good...

We talk of brands as if they live in the future. In mission statements and strategy decks. In campaigns designed for fame and fluency.  ...