Do you measure your consumers’ emotional reaction to your brand or do you actually understand it? Your brand experience produces an emotional shift in the consumer, it changes how they feel. It is this that they like – or don’t like – and it is this that attracts them to come back to your brand…

There are many areas in consumer healthcare, domestic and personal hygiene where the efficacy of the products is similar across all brands and variants. Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, disinfectants… all achieve their stated objective. The difference, the competitive advantage, therefore comes in consumer preference and ultimately in the consumer’s belief in…

We spend a lot of time, effort and budget trying to deliver the best flavours, aromas etc. but do we really understand what we mean by the best flavour? Is it the best flavour because most people choose it in blind tests? Does that mean that they will always buy it over the alternatives or…

“We don’t need Big Budgets, just a Point of Difference” said Huib van Bockel founder of Tenzing in an interview with Marketing Week this week. And, of course, he is absolutely right and his increasingly successful new healthy plant-based low sugar energy drink is proving his point in the UK at the moment. Van Bockel…