Ethnography resarch for brand strategy

Ethnography? What is it and why you should be using it!

Ethnography originates from the Greek word éthnos meaning folk or people. Through a brand management lens, it’s a qualitative research strategy for gathering behavioural insights ar...

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Market orientation for brands

Marketers must avoid taking shortcuts with market orientation.

I recently started a consultancy job for an international client. On day one of the project, the client proudly presented me with some research findings which they referred to as ‘a...

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Benefits of market segmentation

7 benefits from good market segmentation

Let’s deal with the elephant in the room first – customer personas DO NOT constitute market segmentation. They are rooted in stereotypes and assumptions from individual bias or disc...

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Market orientation for brands

Why brands need market orientation

“We don’t have the time or the budget” is often a client’s response when I ask why they are not market orientated. Our job as marketers and brand management professionals, is to rep...

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Brand diagnosis for brand strategy

Brand diagnosis is critical for brand strategy

To manage your brand properly, you must allocate a chunk of time ahead of each financial year to conduct a good brand diagnosis, the process for mapping the battlefield. Your diagn...

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