NEED insight

What’s your approach to brand strategy?   Are you more vision or purpose?   Target the whole market or a segment of it?   Category entry...

The hardest part of a brand strategy project is when you’re really, really close.   You’ve done 99% of the work - the interviews,...

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...