Fresh perspectives redefine brands in the recession
David Iddiols
You're walking to your local shops. The route is totally familiar. You look right, left and ahead. Now imagine looking up – you suddenly encounter a new vista. A new element has entered and reshaped your world view.
Now transport the same principle to assessing brands. We have heard so many brand 'truths' that we have become blasé about what brands stand for. Much conventional research only contributes to the mountain of known data about brands. That's why marketers often lament that they have heard it all before.
This article focuses...