Written by Niels Schillewaert / Katia Pallini
Brand trackers are among the most static, repetitive, and unidimensional research solutions. While they provide a finger on the pulse, they often lead to frustrations amongst their users. Read here how you can turn the tide and make brand trackers future-proof.
Written by Niels Schillewaert
Today, consumers function as a brand’s amplifiers, which is why brands should actively invest in creating contagious content. Or as Jonah Berger puts it, conversation content should be STEPPS, a six-letter acronym for more persuasive marketing.
What does your brand sound like? Our previous podcast episode talked about distinctive assets, those brand identifiers that are easily…
Written by Katia Pallini
What brand comes to mind when… you see two golden arches? When you see a pair of sneakers with a…
Written by Anita Peerdeman / Niels Schillewaert
Brand trackers serve as an ongoing finger on the pulse, gaining insights into the extent to which a brand is…
Written by Heather Tluczek
As the COVID-19 lockdown continues, consumers are forced to navigate an evolving reality and the range of emotions that it…
Written by Niels Schillewaert
No two brands are the same – they have different objectives, serve different needs, are in different stages of their…
Written by Niels Schillewaert / Katia Pallini
“Sales growth won’t come from relentlessly targeting a particular segment of a brand’s buyers; this fantasy is harming marketing effectiveness.”…
Written by Niels Schillewaert
Why spend the night at an ordinary campsite, if you can pitch your tent in someone’s garden and make new…
Written by Niels Schillewaert
“A brand is no longer what we tell the consumer it is; it is what consumers tell each other it…
Written by Niels Schillewaert
Should brands go mute, or should they rather raise their voice louder than ever? What is the appropriate time to…
Written by Hakim Zemni
Ever since the Amazon Echo’s exponential rise to popularity in 2016, smart speakers have been the coolest new applications, on…
The use of facial recognition in advertising research. As published in the June-July 2018 edition of the Australian Market and Social…
Written by Kristof De Wulf
As published in MarketingTribune on May 1, 2018. In 1992, Rangan and Bowman wrote their Harvard Business Review article on…
Written by Katia Pallini
There isn’t a holy-grail framework when it comes to marketing to the next generations; the truth lies in all beliefs and visions. Read on to discover more.