Innovation & Knowledge

Media & Brand Communication

Mind the gap: Why what a brand promises and what it delivers matter

What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
5 June 2019
Media & Brand Communication

Selling Creative Research Short?

How creative research can help measure and fuel long-term campaign effects
4 April 2019

Features

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