When we think about brands, we generally think about whatever it is they sell. Apple sells phones and computers, Disney sells entertainment, McDonald’s sells fast food. There is a key aspect to each that is incredibly important to what they sell; but it is far less tangible: experience.
Content Marketing DirectorKatia.Pallini@insites.eu
Katia joined InSites Consulting in 2011 as quantitative research consultant, working for a broad range of global and local clients from the CPG, media and communication sectors. In 2013, Katia joined the ForwaRD Lab team, the R&D and innovation department at InSites, where her focus lies mainly on innovation within survey research. Today she works as content marketer, translating the research side of things in easily digestible content, by crafting inspirational content pieces that showcase what we do through tangible, case-driven and easy-to-digest formats. Areas of expertise are branding, innovation, implicit measurement and making research NextGen-proof. She has presented her work in research innovation at a broad range of (industry) congresses (e.g. IIEX, ESOMAR, MRMW, MOA, Magnify…) and is a regular guest lecturer at universities and business schools (e.g. Ghent University, Vlerick Business School…).
My latest blog posts
What brand comes to mind when… you see two golden arches? When you see a pair of sneakers with a…
“Sales growth won’t come from relentlessly targeting a particular segment of a brand’s buyers; this fantasy is harming marketing effectiveness.”…