Women’s personal health is a complex category where functional, emotional, and cultural needs intersect with personal identity. When in comes to family planning, these competing dynamics are intrinsic to a brands success. We gave our client the deep insights that they...
The toilet paper hoarding during COVID may seem like another quirk of irrational consumer behaviour that is driven by emotion. Or another sign that society has gone mad! However, it is normal behaviour that we all do from time-to-time that rational when you...
Branding has many functions that go beyond its most basic requirement of identification of a product. Branding, when done well, frames what consumers can expect from a product and can become an important part of the proposition itself. While creating a brand...
It seems like every week, another company that you would think would know better finds a new and creative way to undermine their business through unethical practices, unchecked rogue employees, or just finding they are seriously out of step with the values of the rest...
Brand choice is about prediction. Will the brand deliver on its promise? While a brand could deliver many things, rarely is anything certain. This lack of certainty is the choice risk. This uncertainty is a driver of many of their emotions during and after making...
