Latest Posts
Closing the strategy to activation gap: using strategic growth frameworks to create advertising audiences
20 Nov 2017 | Added Value
Closing the strategy to activation gap is a goal now within reach.
Getting the X factor. Reaching a generation in turmoil.
27 Oct 2017 | Added Value
Generation X is imploding. What is the implication for brands?
Generations
25 Oct 2017 | Added Value
Here are some examples of brands’ latest attempts to connect with Millennials in an authentic way
Top 5 Tips to Win in the Health and Wellness Sector
27 Apr 2017 | Added Value
5 tips to optimise your brand’s health in the health and wellness sector.
Blurring Lines of ‘Wellness’ Brands
24 Apr 2017 | Added Value
This article explores brands that are shaking up the Health & Wellness category.
BrandZ Top 100 Most Valuable Chinese Brands: Keep pace with constant change to stay relevant to Chinese youth
04 Apr 2017 | Added Value
Panos Dimitropolous culturally analyses the Chinese market for the latest BrandZ report on Chinese brands.
5 ways for brands to win with diversity and gender bias
27 Mar 2017 | Added Value
It’s not a question of whether brands will contribute to important social conversations, but when and how.
How health brands are using Instagram to become part of new cultural conversations
23 Feb 2017 | Added Value
How health and wellbeing brands are using visual social media to become part of new cultural conversations.
It's what you do that counts
20 Dec 2016 | Paul Cowper
Paul Cowper, Managing Director UK, talks about building coherent, distinctive and relevant brand behaviour through action and reaction.
FragmentNation 2016: From color blind to color brave
05 Dec 2016 | Added Value
Brands must be brave about social issues that minorities care about.
FragmentNation 2016: How serendipity can help build your brand
05 Dec 2016 | Added Value
How can brands be heard in an environment of increasing noise.
FragmentNation 2016: Think big. Execute small
05 Dec 2016 | Leslie Pascaud
Brands should follow three principles to successfully think big and act small.
For the Olympics Brand, Real Risks in Rio and Beyond
21 Jul 2016 | Added Value
Proliferating problems on the ground and anxiety in the air buffet the world’s oldest franchise and challenge its power to unify.
Remain or Leave: The campaigns as brands
23 Jun 2016 | Paul Cowper
A brand structure breakdown of the EU referendum.
Purpose is Critical for Attracting Young Talented Employees
14 Jun 2016 | Emily Smith
Employee involvement can help transform a product or service into a useful and meaningful brand that has an active role in people’s lives.
CASE STUDY: M&S Putting Passion back into Promotion
10 May 2016 | Added Value
Proudly introducing ‘M&S &’; a fresh new promotional event that pairs M&S’s unique heritage with talented names across the globe.
Blurred Lines
05 May 2016 | Emily Smith
Food for thought on whether applying traditional thinking to segment categories should still be used in today’s evolving world.
Top Tips to Form a Community for a Cultural Role: Starbucks
27 Apr 2016 | pughi
Starbucks have managed to create unique moments and milestones that their community can share.
Creating Cultural Value Study
24 Apr 2016 | Added Value
How the need to deliver Cultural Value is changing marketing for good.
Creating Cultural Value Study
24 Apr 2016 | Added Value
How the need to deliver Cultural Value is changing marketing for good.
Creating Cultural Value Study
24 Apr 2016 | Added Value
How the need to deliver Cultural Value is changing marketing for good.
Creating Cultural Value Study
24 Apr 2016 | Added Value
How the need to deliver Cultural Value is changing marketing for good.
“Mobile is Everything”
22 Feb 2016 | Zoe Dowling
As a brand, connecting with consumers via their mobile devices is now essential and an integral part of its brand strategy.
Outdated notions of "masculinity" are quite literally killing men
08 Feb 2016 | ttmilnec
Male centric brands should be broadening their depictions of men not just to be more culturally on point, but also to help create a culture in which men can thrive.
Brands Iconicity
30 Nov 2015 | Added Value France
Simply because creating and designing amazing products is not enough anymore for forging an iconicity.
Top 5 Tips to Reach Iconicity
30 Nov 2015 | Added Value France
From connecting to culture to making the most of your history and heritage, here are five ways to help your brand reach iconicity.
A Taxonomy of the Modern Millennial Consumer
27 Oct 2015 | tarboxl
There more than one definition of what it is to be a millennial. Understanding some of the more interesting and culturally engaged genus could help your brand connect that bit better.
Marketing to Millennials: Lessons for the Next Generation
27 Oct 2015 | tarboxl
We are reaching fever pitch when it comes to marketing to Millennials.
Trust Matters
19 Oct 2015 | Paul Cowper
Paul Cowper, Managing Director UK, talks about the importance of trust that brands need to gain and sustain amongst consumers.
Brand Planning
08 Oct 2015 | Nina Rahmatallah
Brand planning is a vital phase to developing a strategic direction for growth. But how do you get the most impact out of brand planning while making the process a whole lot easier for you?
Giving Your Brand a Future Edge
01 Oct 2015 | Added Value
To truly assess an idea’s potential you have to peer into the future
Understanding Women: How Diageo learned to speak in 'unisex'
07 Sep 2015 | Added Value
ESOMAR Congress Sept 2015
The Real Face of Mzansi Families
11 Aug 2015 | Nicole Shapiro
Tapping into the family unit is a powerful tool for marketers.
Q&A: Brand Purpose
20 Jul 2015 | Added Value
Brand purpose is increasingly becoming a hot topic, evident at Cannes Lions this year. But how important is brand purpose to drive differentiation for consumers?
Get off your pedestal
20 Jul 2015 | Added Value
People aren’t interested in the old concept of brands – they’re looking for something altogether different.
Top 5: Driving the Future through Mobilisation
30 Apr 2015 | Claire Smyth
From static to mobilised, we look at 5 brands that have successfully harnessed the mobile channel.
Branding for Good - Issue 41
30 Apr 2015 | Added Value
Welcome to Added Value’s newsletter focused on building brand purpose: the challenges, opportunities, our solutions and points of view.
From Saying to Doing
20 Apr 2015 | Nina Rahmatallah
Marketing is no longer a one-way street. Consumer participation drives engagement and relevance. So how do brands move from saying to playing a valued and impactful role in people’s lives…
Case Study: Harman
15 Apr 2015 | Added Value
Building Iconic Brands and Pressing Play. Discover how we changed the tune for American audio and infotainment company – Harman.
Challenge yourself and make Change
15 Apr 2015 | Paul Cowper
Paul Cowper, Managing Director UK, talks about businesses challenging themselves and making changes to experience true growth.
Q&A: The Power of YouTube
15 Apr 2015 | Added Value
As YouTube celebrates its 10th anniversary we take a deeper look into the brand and the impact they have on businesses.
Wunderlust of the Millennial Explorers
29 Jan 2015 | leshiloth
Insights into travel marketing for the Millenial generation
Inconsistency is what people want
18 Dec 2014 | Paul Cowper
In the last few years inconsistency hasn’t necessarily been regarded as unacceptable. When it reveals authenticity it’s becoming a celebrated characteristic.
Getting Personal
15 Dec 2014 | Louise Coupe
Personalisation is increasingly becoming an exciting and powerful opportunity for brands to connect with consumers and enhance experiences and emotions.
Pernod Ricard: West Coast Cooler Case Study
04 Dec 2014 | Mark Whiting
Using the A.L.I.V.E. process to create a fresh strategic positioning for West Coast Cooler.
Pernod Ricard: Lillet Case Study
04 Dec 2014 | Mark Whiting
Lillet was the first brand to undergo the A.L.I.V.E. experience.
Insights that Bring Brands A.L.I.V.E. - Part 2
04 Dec 2014 | Mark Whiting
The challenge of generating and leveraging insights the Pernod Ricard way.
Insights that Bring Brands A.L.I.V.E. - Part 1
04 Dec 2014 | Mark Whiting
The challenge of generating and leveraging insights the Pernod Ricard way.
In the Marketer's Chair with David Wheldon
01 Dec 2014 | davinar
David Wheldon, Head of Brand, Reputation and Citizenship at Barclays Group, in the hot seat.
Matching Retail Value and Brands
20 Nov 2014 | Erna George
How are retailers engaging with consumers to deliver a great package deal?
Fair Exchange: Convenience Revisited
19 Nov 2014 | Erna George
For today’s consumers, convenience is a key differentiator.
Clear Up, Clean Up...
05 Nov 2014 | Matt Woodhams
Growth doesn’t just happen on its own. You need to tidy up to find what you’re looking for to start reaping the rewards.
Positive Ageing: The Age of Tomorrow
29 Oct 2014 | pompei de warrensc
Positive Ageing is a real social phenomenon that will shape future society.
Top 5 Ways for Brands to Win with Positive Ageing
27 Oct 2014 | pompei de warrensc
Youth is a mindset.
Standing Still Is As Good As Going Backwards
24 Sep 2014 | Paul Cowper
Paul Cowper, Managing Director of Added Value UK, shares his thoughts on brands that ‘do good’, keep up with the times and answer consumers’ needs.
Added Value at the Luxury Goods Responsible Sourcing Forum
19 Sep 2014 | Added Value
Luxury and sustainability: two opposing concepts?
Energy Companies: should they have a right to make excessive profit?
15 Sep 2014 | Added Value
A diverse debate on whether the ‘big 6’ energy companies have a right to make big profits.
Does your Brand Have the Smell of Success About It?
05 Sep 2014 | Added Value
Scent is part of a brand’s unique personality
Added Value Edits: The Makers
14 Aug 2014 | Added Value
The rise of DIY: Crafting new opportunities for brands.
‘Made in China’ Promotion Must Tap National Pride
12 Aug 2014 | Added Value
The future of time-honoured Chinese brands.
Is Russell Stover Deal a Sweet Marketing Play for Lindt?
18 Jul 2014 | Added Value
Russell Stover’s deal will make Lindt the third-biggest chocolate maker in North America.
Netto Gain For Sainsbury's
15 Jul 2014 | Added Value
Added Value UK comment on Sainsbury’s joint venture with Discounter Netto in The Grocer.
Future of Soccer in the US
09 Jul 2014 | spalacios
Will the US embrace soccer anytime soon? Let’s try to predict the future…
Female Empowerment in Brazil
08 Jul 2014 | Added Value
Being feminine & sexy continues to be important, but coupled with a strong, determined attitude to life.
Compromise is the Answer
04 Jul 2014 | Paul Cowper
Paul Cowper the Managing Director of Added Value UK, shares his thoughts around global brands in local markets…
The Hand on the Helm
03 Jul 2014 | James Lynden
Financial corporations, shareholders and journalists notice when CEOs pack up their bags. What about the consumers?
ESOMAR Congress: Insights to Bring Brands ALIVE!
02 Jul 2014 | Added Value
The challenge of generating and leveraging insights the Pernod Ricard way.
African Game Changers for Growth
26 Jun 2014 | Lynne Gordon
The mobile revolution is changing the landscape in Africa – but perhaps not in the ways you’d expect
Brands that Tackle Food Waste can Woo Consumers
23 Jun 2014 | Leslie Pascaud
It is time for mainstream food brands to get creative to drive both internal & consumer food-saving behaviors.
Engaging with Football Fans in Asia
26 May 2014 | Added Value
We take a look at three different approaches being used by brands to engage football fans.
Fair Exchange: How the tough economy is changing retail
17 Apr 2014 | Erna George
Don’t leave your brand on the sidelines.
The Value of Values
08 Apr 2014 | Added Value
Brand trust has always been important. But creating lifelong advocacy demands more.
Top 5 Ways to Build Brand Magic in India
26 Mar 2014 | Added Value
Added Value China shares the top five strategies to entice India.
Top 5 Ways to Win in China
27 Feb 2014 | Added Value
5 ways for brands to harness the power of the world’s second largest economy.
Fair Exchange: Equal Benefits
10 Feb 2014 | Erna George
Long-term relationships benefit the health of the brand, and can save both parties a significant amount of time and money.
If a Brand has Died, It’s Because it Deserved To… It’s as Simple as That
10 Feb 2014 | Added Value
Brands need to demonstrate a functional benefit – their product or service must solve a problem or fulfil a need.
Fair Exchange: Brands Must Have a Purpose to Win with People
22 Jan 2014 | Erna George
Purpose-driven brands will be the most effective and successful in the longer term.
A Future Without M&S Knickers?
11 Dec 2013 | Added Value
It’s been another hard year for retail. Britain’s biggest clothing retailer, Marks & Spencer’s, announced that their apparel sales were down 1.5% and they are gaining more profit from their food sales, an astonishing 10% growth.
Fair Exchange: Unilever, P&G and the Rise of the Corporate Brand
20 Nov 2013 | Erna George
Corporate brands are increasingly being featured in campaigns marketing the product or ‘consumed’ brand.
Fair Exchange: Reap Rewards Through Inter-Agency Collaboration
20 Oct 2013 | Erna George
Today, clients are looking for agency partners that can synergise with other partners.
Fair Exchange: Loyalty Smoyalty
26 Aug 2013 | Erna George
Principles learned from loyalty programmes rolled out: what makes a loyalty programme successful and held with high regard by customers.
A Story Tells Many Tales
21 Aug 2013 | Added Value
A story captures one’s imagination inviting one into another world. It is within this world an understanding of the truth comes to life and one takes ownership. Here lies the value of stories for brands.
Launch A New Brand? Or Stretch An Existing One?
19 Aug 2013 | Alison Tucker
Given the widely accepted statistic that around 80% of new product launches fail, in these very tough trading conditions, should you be looking to introduce a new brand to consumers or to stretch your brand?
Social Context And Your Brand
07 Aug 2013 | Added Value
Social context is more important than ever if a brand is to remain relevant.
Fair Exchange: Your Brand In Africa - Global Guest Or Global Bully?
24 Jul 2013 | Erna George
Immersing in local markets with consumers, or partnering local experts, to ensure you know the local context and nuances enables global brands to win.
How The NFL Stretched Its Brand, And Why You Should Too
09 Jul 2013 | Added Value
How we position a brand goes beyond simply defining what the brand does. The role of positioning needs to be more textured if it is to engage and inspire.
'Story-Selling'
26 Jun 2013 | Added Value
When brands tell stories well, something very special happens.
Finding Growth In The Chaos
13 Jun 2013 | harrisl
In today’s hyper-competitive conditions, where change is the only constant, the ‘grow or die’ mandate has never been more apt.
Corporate Re-Branding – A Success, A Failure
12 Jun 2013 | Alison Tucker
Key lessons to learn when it comes to a brand name change.
Enough to Drive us Girls Mad?
06 Mar 2013 | puddickm
Beer brands are falling flat by failing to communicate to women simply because they are branding them pretty and pink.
Bringing Star Power to Brands
01 Mar 2013 | Added Value
Celebrity endorsement is one of the most effective ways to establish instant rapport with consumers through one person’s external cue
Middle Kingdom Rising: The Year of the Snake
11 Feb 2013 | Added Value
Understanding the Golden Weeks phenomenon is critical to success in China.
Understanding Brand Positioning
08 Oct 2012 | puddickm
The process of setting out what a brand promises to and should stand for in the eyes of its target consumer.
Finding Hidden Growth
01 Jun 2012 | Bart Michels
Marketing was born to deliver growth. Now is the time when really good businesses and brands shape strong marketing strategies, act decisively and become great by building growth when all those around them are struggling to find it.
All That Glitters is Not Gold
31 May 2012 | davinar
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
The Key to Brand Consistency: Are You Barking When You Should Quack?
23 Apr 2012 | Bryony Ranford
Understanding how your brand is going to interact – and being able to clearly articulate this – is essential for driving consistency across multiple agency partners and increasingly interactive touchpoints.
Powerful Character Will Decide the French Presidential Elections
12 Apr 2012 | Added Value
Beyond election candidates’ political agendas, voters tend to support the personality they most think will deliver the leadership they desire.
Being practical with Business Analysis
13 Feb 2012 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Test of Character
07 Feb 2012 | Paul Cowper
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
How Design Thinking can enrich Marketing and Business Innovation
08 Nov 2011 | Added Value
Innovation is key to competitiveness in the global economy.
OpFinder™: Providing Market Direction
30 Jun 2011 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
How to Engage Chinese Consumers: with Partnership and Respect
25 Mar 2011 | Added Value
China’s people are increasingly proud of the country’s growing status; and brands are taking notice, looking to form stronger relationships with the country’s consumers.
The Starbucks Debate
14 Jan 2011 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Introducing OpFinder™. Providing market direction.
28 Sep 2010 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
New Study Finds South Africans in Denial Over Health
17 Sep 2010 | Added Value
South Africans are a nation of people in denial when it comes to perceptions of how overweight, unfit and unhealthy they are.
Nestlé Central West Africa Case Study: Filtering Coffee Culture in Africa
07 Sep 2010 | Added Value
We helped to confirm the nuances of the culture of coffee within the African cultural context, providing the lever for Nestle to cement the brand in the region by innovating for growth.
Politics or Branding – Character wins the vote
30 Apr 2010 | Added Value
In the UK, political leaders are battling to establish their brand characters to win the people’s vote. As the televised debates have shown, this election will not be won on policies alone; it’s the personalities that will help swing it.
Market: Portfolio Strategy
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Market: Segmentation
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Positioning: Cultural Capital
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Positioning: Brand Positioning
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Positioning: CharacterLab
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Positioning: Character Creation
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Positioning: Sustainable Platform
01 Jan 2009 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Seeing Differently
08 Nov 2009 | Darrel Rhea
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Kit Kat Case Study: Finding Opportunity In The World Of Chocolate
18 Sep 2009 | Added Value
Added Value uncover all the choc bar Ws: the whos, the whys, the whats, the whens and the wheres.
Levi's case study: they twisted seams
18 Sep 2009 | Added Value
The brief was written. To reinvent the Original.
Starbucks' Local Experience?
30 Jul 2009 | tommy
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Fog and what comes out of it.
30 Jun 2009 | Leah Hunter
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Grab a mop. Make it shine.
18 Jun 2009 | Leah Hunter
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Understanding People in a Downturn
28 Mar 2009 | Steve Diller
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Transformational Client Experiences
23 Mar 2009 | Steve Diller
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Over-Amenitied
20 Mar 2009 | imor
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Book Content Wants to Run Free
06 Mar 2009 | Steve Diller
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Silver Lining to the Financial Situation
04 Mar 2009 | Leigh Marinner
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Love, Loyalty & Southern Cornbread
03 Mar 2009 | Leah Hunter
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Is ethnography only about "how people really live"?
24 Feb 2009 | tommy
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Election Night In San Francisco
05 Nov 2008 | Leah Hunter
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Understanding NASCAR Culture
03 Nov 2008 | tommy
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
The Archetype Game
28 Jul 2008 | Added Value
In many markets it is increasingly hard to carve out tangible product advantage.
Becoming re-enchanted with the Enchanted Tiki Room
07 Jul 2008 | LiAnne Yu
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Translating meaning cross-culturally
14 Mar 2008 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
The iPod User Experience Really Does Drive Mac Sales
10 Apr 2007 | Leigh Marinner
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Voting and Meaning
01 Mar 2007 | Steve Diller
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Test Your Valentine’s Day IQ
20 Feb 2007 | Terri Ducay
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Understanding Culture & Meaning
06 Dec 2006 | tommy
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Not a Jack of Hearts...
04 Jul 2006 | Darrel Rhea
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
So Hip It's Meaningful
04 May 2006 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
A Little Place Far Away with a Lot of Heart: What the Restaurant Industry can Learn from “Andrés Carne de Res”
25 Apr 2006 | Miguel Winebrenner
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Superb Solution for Superannuation
14 Apr 2006 | Darrel Rhea
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Meaning Illuminated
06 Apr 2006 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
TED- the swagger and the slink
28 Feb 2006 | Lee Shupp
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Bye bye boots
20 Feb 2006 | Lee Shupp
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Grabbing Onto The Blue Balloon
12 Feb 2006 | Darrel Rhea
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Cheskin's New Book: Meaningful Experiences
22 Jan 2006 | Terri Ducay
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Expressions of Meaning
11 Jan 2006 | Steve Diller
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Do Ideas Change the World?
30 Nov 2005 | Steve Diller
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Meaningful moments
16 Nov 2005 | Added Value
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Focus On Value and Meaning
06 Sep 2005 | Darrel Rhea
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
Texas Rollergirls Rule!
29 Jun 2005 | Lee Shupp
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
The Perfect Drive Test Drive for My Body AND Mind
16 Jun 2005 | Terri Ducay
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
A $5 newspaper?
15 Feb 2005 | Davis Masten
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]
The Cheskin Experience
06 Feb 2005 | Darrel Rhea
It is fair to say that some traditional segmentations may, in part, be responsible for the failing of our industry to truly close the strategy to activation gap. But that is not to say that segmentations are dead. Far from it, in fact. The answer lies in finding the right kind of segmentation to […]