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Latest strategy insights
Enjoy our latest strategy insights, written by the best authors
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Strategy
How Categories Grow: Practical Guidelines for Predictable Category Growth
Byron Sharp has shattered many brand growth myths with his books How Brands Grow part 1 and 2. He provided clear empirical data that showed brand choice is rarely driven by passion, but rather by our…
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Strategy
The Rise of Virtual Influencers and Why We Actually Feel Something for Them
A few weeks ago, I stumbled across a bee on Instagram. Not just any bee — @Bee_nfluencer —a quirky, non-human virtual influencer buzzing about environmental change. I laughed, I clicked, I follo…
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Strategy
Rethinking the Consumer Journey: Leveraging Neuromarketing Principles to Alter Consumer Perception
Imagine walking into a supermarket or department store. From the get-go, you’re greeted by an assortment of products made from different ingredients or materials. How do you go about choosing product…
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Strategy
Surprise! Drive Customer Engagement with Strategic Unexpected Moments
Did you happen to stroll through the busy streets of Italy in 2011? If you had, you’d have stumbled upon a unique pedestrian crosswalk—where all its stripes were grey, except one. A brilliantly white…
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Strategy
Red Is the Color of Indulgence: How Ambient Color Influences Food Decisions
Visual stimulation plays a key part in how we experience food. Have you ever wondered why so many fast food restaurants use red in their color schemes? It is not a coincidence. It is science. Color i…
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Strategy
Rolex or Rollie? The Hidden Costs of Nickname Branding
When consumers adore a brand, they often give it a nickname—from "Rollie" for Rolex to "Beemer" for BMW. Marketers are eager to embrace this consumer-driven brand love and incorporate these nicknames…
