Can Apple keep its cool?

Can Apple keep its cool?

Apple is one the strongest brands on the planet.  But over the past two years it has been increasingly tested by direct attacks from competitor advertising in its home market of the United States.  This post outlines what’s been happening and Apple’s response to it. A (very) short history of Apple’s brand communications To put … Continue reading

To develop new products that sell like hot potatoes, think hot potatoes:  Guidelines for ‘breakthrough’ innovation in today’s risk-averse business climate

To develop new products that sell like hot potatoes, think hot potatoes: Guidelines for ‘breakthrough’ innovation in today’s risk-averse business climate

Earlier this year, on a sweltering March day at Melbourne’s Moomba festival, I was intrigued to see every second person walking around with a curious looking hot snack.  Not only did this choice seem incongruous with the temperature, but people were queuing for over 10 minutes in the mid-day heat to get one. What was … Continue reading

The key qualities of great consumer insights practitioners

The key qualities of great consumer insights practitioners

A recent online group discussion I participated in posed the question “Which is the most important factor that makes an insight professional outstanding”?   The responses to this – from various industry professionals – ranged from the obvious to the surprising; in particular what was concluded to be the most critical ability.  Based on these responses, … Continue reading