Brandketing

The power and reach of social marketing is transforming the capability of brands large and small to reach and communicate with audiences in ways that were never possible before the birth of this medium. At the same time, brand intelligence through big data is facilitating one-to-one personalised dialogue with consumers and indeed, enabling brands to …

Launching a new product into the food and drink category

I’ve had a number of requests recently for a list of all the key points to consider when launching a new product into the food and drink category so here they are: GETTING READY Research your idea thoroughly. Be clear about what need your product meets. Understand and identify your proposition and positioning – particularly …

The discipline of design thinking

Whilst all design processes could rightly be described as a process of creative thinking, design thinking is a collaborative, problem-solving approach that prioritises the needs and perspectives of the end-users of a product, service, or system. It involves understanding the user's needs, brainstorming creative solutions, prototyping and testing those solutions, and iterating on them based on …

‘Gut reaction’ and brands

The gut-brain interaction is a fascinating field of study and it has revealed the powerful connection between our physical and mental health. Recent research has identified several pathways through which signals travel to and from the brain, including the hypothalamic pituitary adrenal axis (HPA) and the enteric nervous system (ENS). Through these pathways, signals from …

Why launching your brand into a major retailer makes sense

Our shopping behaviour has changed massively as a consequence of COVID and it is showing no sign of returning to the previous norm. We used to spend 30% of all our food expenditure out of home in restaurants, cafes and fast-food outlets, but during lockdown, the majority of this spend switched to the supermarkets as …