Understanding the Story of your Brand

Every relationship evolves over time. A romance starts with attraction, moves onto infatuation, negotiates a “getting to know you properly” stage and moves to stability, commitment, trust and lasting love (we hope). Relationships with friends, even colleagues, move through similar – if less well observed and documented – stages. Every relationship has a series of…

Understanding the Difference between Consumer Wants and Needs

It is de rigueur to be Consumer Centric. For brands and services to plan around the consumer, to deliver to the consumer what they desire rather than just sell what we make. Products and services are supposedly designed around consumer needs, communications focus upon consumer desires and concerns. Companies and brands that focus upon their…