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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

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

Consumers aren’t engaging with marketing and product literature “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 accepted wisdom when it

Introduction This article explores the importance of B2B branding, 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

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

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

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

Brandspeak creates persona-based segmentation models for clients wishing to use them to inform the design of new propositions, marketing campaigns and customer experiences. What are customer personas? Customer personas are created by first identifying different clusters of common customer traits

What is behavioural economics?  Behavioural economics is a method of analysis that uses psychological insights into human behaviour to explain how people make economic choices. Central to behavioural economics is the recognition that our conscious and subconscious thinking impacts economic