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.
31 May 2019
Retail
Media & Brand Communication

An Efficient Alternative to Concept Optimisation

In real life, who has time for two steps when you can do it in one?
20 March 2017

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