New research into successful brand DNA, Ignite Research’s Mark Nolan writes For marketing to be effective, it must grow brands. Marketers work hard to develop plans to unlock growth and push hard to activate them effectively, but we cannot be sure we are planning and activating effectively unless we first define growth. For marketing to […]
Editions Archives: October 2016
Buoyed by Brazil
Stephen Wynne-Jones reports from Rio on Olympics-style marketing The Rio provided a unique platform for top brands to tie in with the world’s greatest sports show. But while some brands reached the podium, others were left in the starting blocks. Brazil, we were told, would not be ready on time, the threat of Zika would […]
What to make of millennials?
Larry Ryan (right) on Ireland’s millennials versus young adults overseas As researchers we are slightly uneasy at making generalisations about broad swathes of the population. Yet we live in an era with much classification of consumer groups. Millennials is one such group, namely consumers up to the age of 34. Major milestones or events for any […]
