NEED insight

Brands in the same category are bound to have a lot in common. By definition, they must all meet the central need. And they’re probably...

Some people are naturally more outside-in when developing a brand strategy. Market orientation, start with the consumer, you are not the...

Like politics, marketing is coming down to a stark choice. Will you be sticking with Segmentation-Targeting-Positioning, Philip Kotler’s...

You know who you are. With your snipes about small sample sizes and suspect recruitment. Unnatural settings and unrealistic questions....