Creating a technology toolbox to help marketeers understand technologies and innovations is a catalyst to more collaborative and inclusive innovation and brand storytelling

Sometimes the best innovations are those that seem so obvious they’re almost unsurprising. But the genius is that no one had thought of them before.

As businesses strive to get more done using fewer resources, buying less and buying better will become a mantra for 2025, even when it comes to selecting the right partners.

Konstantinos Delialis shares his perspective with Futureful about how he has accelerated growth for some of the world’s biggest brands in tough markets.

Konstantinos’s love of in-market ethnography to understand local dynamics is at the heart of many of his success stories, alongside going back to the brand’s roots.

Joe Goldberg Head of Brand Strategy at Santander UK, shares how it's possible to help people to like their banks again. He draws on examples from his experience as a brand strategist, consumer and ethnographic research, and his take on the perspectives of Jim Stengel and Rita McGrath.

Our latest post gives the example of how a fictitious client might approach the question: “What is the future of our category, and where should we play?”

From creating the vision, to knowing where to look for future scenarios, to selling into their senior leadership team, we follow the client on their future-proofing journey.

Many brands come have asked us how they can weave sustainability benefits into their brands, and get consumers to care enough to pay more. Experience tells us that it’s not that simple, most people don’t want to pay more for something companies should just be doing, instead people need tangible benefits. Read on to discover more ….

For brands to stay relevant, they need to pair the logical with the contextual: in other words, what’s great about the brand and why it’s relevant today. As the context is changing so quickly over time, a structured approach to brand relevance is required.

Food festival season is upon us! In the Taste of London 2023 festival we took time to have genuine conversations with those manning the stalls to understand why they were in business, and what had led them to launch their products.

During tough times, brand budgets are often cut and pragmatic solutions to find brand growth are needed.

Many solutions lie very close to home. All that’s needed is a forensic approach and some left and right brain problem solving.

When planning your brand’s strategy, optimsing brand relevance is key to driving brand health.

Successful brands have clarity on their target, their proposition and their touchpoints. Knowing where to focus (and where not to focus) requires a blend of strategy and creativity. Read on to find out more …

A powerful insight and marketing friendly ‘how to’ guide on how to achieve growth in new markets. Includes important learnings such as on-boarding the local teams, rallying behind a common cause, using observational insight, and co-creating with consumers.

Price-pack architecture is a useful way to identify profit drivers and white spaces particularly in a cost of living crisis, and in categories where people switch between own label and price discounts. Read on to discover how blending data with consumer insights and creativity unlocks true growth potential.

Often what’s needed to accelerate R&D ideas is to translate the technology into consumer benefits, and ensure that the senior leadership understands the jeopardy of not acting!

Explore the 2 different types of strategies that brands can adopt during an economic downturn: we have called these strategies ‘Thrive’ or ‘Survive’.

Find business growth opportunities with our analysis of 20 big global businesses