Research-based insights that help clients make important decisions. Specialists in corporate reputation auditing and value proposition design based on ‘jobs to be done’ insight.
Ethics based ‘Values cluster’ drives new brands
November 10th, 2015
In the absence of tangible product differences, the marketing of ethics and the social responsibility dimension of a brand can tip consumer choice in favour of your brand.
A trend that was started by iconoclast Anita Roddick (who successfully positioned her BODY SHOP as against the excesses of the beauty industry) is only now hitting an immense range of products categories and brands in Europe from airlines, retail to chocolate, confectionery, beverages. Read More