Develop better brands through the right insight

The most successful brands don’t shoot strategy ‘straight from the hip’ – they build their customer focus on strong insight.  By understanding the role their brand plays in their customers’ lives, and why it’s important to them in the first place, they develop a strategy that can thrive in an ever-evolving marketplace.  Here’s our top […]

Are the days of data-led, customer-centric thinking over?

Why imaginative customer-driven thinking boosts strategic innovation and business growth.  It’s a given that truly understanding your customers is the key to success. But in today’s dynamic global consumer landscape, where customer-centric thinking is showing its shortcomings, brands must move beyond traditional data-led approaches if they want to tap real opportunities.  There is an alternative. […]

There’s a revolution transforming women’s sports. Are retail brands keeping pace?

In 2024, the sector will generate $1.28 billion in revenue; the data should be sounding alarm bells for brands. Women’s sports are breaking through age-old barriers.  In the past few years, we’ve witnessed significant progress, notably highlighted by the 2023 Women’s World Cup, which saw women’s sports take centre stage. That momentum gained further traction when EA […]

John Lewis: Never Knowingly Undersold, until now?

John Lewis has been a trusted heritage brand for more than a decade, but its shine has dulled somewhat in recent years. Will it be able to rebuild its reputation? John Lewis has announced the return of its ‘Never Knowingly Undersold’ pledge. What was once a price-matching commitment recognised in households nationwide was scrapped in […]