Black Friday offers have come from a multitude of brands — high street brands like Vero Moda and Only, smartphone companies like Xiaomi, Sony and Honor, beauty brands like Body Shop, Kiehl’s and Nykaa — infusing much joy among shoppers.
How to evoke an emotional response to leave strong branded memories. While we all know the importance of first impressions, this report highlights the significance of a good last impression.
The African middle class are thriving, and with that brings new opportunities. But who exactly are the African middle class? And how can we understand more about them?
Brand purpose has been one of the most hotly debated marketing topics of the last ten years, celebrated as a business model for growth and debunked as cod strategy in equal measure.
We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand.
Marketers need to understand their category’s dynamics to optimally position themselves and compete effectively. To do this, they must get the consumer’s perspective – because consumers, not industries, are defining today’s markets.
