Jeremy Braune

Get Your Brand Thinking the Way Your Customers Think: System 1 Versus System 2

In 2011, Daniel Kahneman published Thinking, Fast and Slow, the book which has since been responsible for challenging the thinking of leading marketers worldwide and influencing billions of £s of marketing and corporate expenditure. The extraordinary fact is that this isn’t even primarily a marketing book...

The Five Keys Skills Required to Be a Great Qualitative Researcher

There are already lots of articles out there exploring what it takes to be a great qualitative researcher, so why on earth do we need another one? Well, the problem with many of those articles is that they focus exclusively on the skills required to...

Four Key Areas for SMEs to Use Market Research

Great research creates great brands The ultimate purpose of market research is to minimise risk and maximise ROI, by ensuring the business has total clarity when making important decisions about its customers, brands or service delivery. It’s not surprising then that most larger, B2B and…

Is Your Marketing Making a Monkey Out of You?

I know that many readers will see this as Holy Grail stuff, but today all customer touch-points—and this includes all aspects of marketing—increasingly need to be capable of providing a positively differentiating brand experience. This is not just because we have all become more...

Mind the Empathy Gap!

Make no mistake: Within multi-stage and/or multi-channel relationships, the empathy gap between brand and consumer is widening, thereby severely undermining brand equity and posing new challenges to all those involved in brand strategy, communication and delivery. Alarmingly, much of the challenge is of the...

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