Up to the minute articles about some of the most relevant issues facing the market research and marketing industries
Introduction Conducting market research is more important today that it has ever been. Why? Because in today’s congested market it’s never been more important to find and maintain your brand’s competitive edge. In this 5 minute article you will learn about the different types of market research that are available to you and how they
This Article In this 7-minute article we explore the concept of archetypes in general and brand archetypes in particular. Subjects covered include; The history of archetypes The 12 brand archetypes – theory and practice How to use brand archetypes How to identify the most suitable archetype for your own brand How to ensure that your
The Value Proposition Canvas As we noted in an earlier article covering new product development, some 95% of new products across all categories are destined to fail. More often than not, this is because they fail to meet the customer’s needs. The Value Proposition Canvas was originally created by Dr Alexander Osterwalder, in order to maximise the
Introduction This 5-minute article provides a clear definition of brand purpose, as well as explaining its importance in contemporary brand development. The article reveals how any organisation can develop its own brand purpose statement, and the issues that will determine its success – or failure. Context Quite simply, brand differentiation is everything. An undifferentiated brand doesn’t stand
1. Introduction When it comes to briefing a market research agency, the quality of the information you provide is crucial. Quite simply, the better the information, the better the proposal – and the quicker you will receive it. This article has been compiled for anyone who is unsure what information is required in order to
“Education is when you read the fine print. Experience is what you get if you don’t.” This quote from American folk singer and social activist Pete Seeger is broadly accepted wisdom when it comes to the importance of reading the subject matter thoroughly before signing on the dotted line. And yet, so many of us
Introduction This article explores the importance of the brand to B2B businesses, based on Brandspeak’s experience of working with 100’s of B2B clients over nearly 20 years. It starts by explaining why so many B2B organisations place little value on, nor investment in branding. It then goes on to explain why the brand is actually
It is generally accepted that up to 95% of new products across all categories fail. Brandspeak is a new product development research consultancy that has helped bring 100’s of new products and services to market. As a result, we have real understanding of what it takes to succeed in new product development, as well as
Introduction It is commonly agreed that up to 95% of new products across all categories end in failure, whilst the figure for the grocery sector is estimated at between 70-80%. Brandspeak provides new product development workshops and research programmes for large and small B2C and B2B clients in the UK and internationally, on pretty much
This article The pandemic has had a fundamental effect on the retail landscape in the UK. In this article we take a closer look at: The ways in which COVID-19 has changed the behaviour of UK shoppers The implications for the retail brands that must adapt to survive We also provide important tips for retailers