How to generate global insights to create global brands
Johannes HartmannConsumer & Market Insight Foods, Unilever, Netherlands
Howard R. MoskowitzMoskowitz Jacobs Inc., United States
PREFACE
The paper talks about the journey to global insights while it also goes beyond to say that just having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an object forms the central theme of the paper. “Insighting” is a process that has to be led carefully following a handful of very fundamental principles. The...