Jean-Noel Kapferer, Research on Warc, The Definitive Book of Branding, September 2014
This article demonstrates the importance of innovation to brands and how to brand innovation once it has been developed.
Warc News, 17 September 2014
SAN FRANCISCO: Major players in the US technology sector run the risk of alienating consumers and regulators in other countries if they fail to tackle rising concerns over privacy, several leading executives have argued. On the one hand, a backlash against the surveillance of internet and telephone communications by the American government has deepened suspicions of companies based in the country.
Warc News, 16 September 2014
NEW YORK: Chief executive officers in the US are intending to make their businesses more customer-focused over the next few years, with many preparing to involve themselves closely in the process, a new survey has shown. KPMG, the management consulting firm, polled 400 CEOs for its report, Setting the course for growth, asking them to rank their organisational priorities and found that "interacting more with clients and customers" came top.
Warc News, 11 September 2014
TIANJIN: Spending by lower income Chinese consumers is set to double between 2013 and 2020, according to a new analysis which sees significant opportunities for those brands that can create value through digital innovation. Accenture, the consulting firm, said that Chinese urban consumers in the low- and middle- income segments represented 70% of nationwide urban consumers and accounted for nearly two thirds of all mass urban consumer expenditure.
Lee Markowitz, Lucy Balbuena Robles, Paul Crowe and Helen Wing, ESOMAR, Congress, Nice, September 2014
This paper explores the role of marketing in the success of a new product innovation, answering the question of whether good products rise or fall only on their own merit, or whether skilful marketing can nurture a product to success.
Tanja Woppman, Kathrin Wahl, Sylvia Casagranda and Andreas Woppmann, ESOMAR, Congress, Nice, September 2014
This paper describes a research project led within German-speaking countries to generate new ideas for dental cementation ('fillings'), taking inspiration from the approach to NPD and innovation of other industries.
Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky Parsons, ESOMAR, Congress, Nice, September 2014
This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.
Annelies Verhaeghe, Natalie Malevsky and Thijs Van de Broek, ESOMAR, Congress, Nice, September 2014
This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.
Warc News, 10 September 2014
LONDON: Around three quarters of all new product launches fail within a year but a new study claims marketers can turn those into successes by changing their approach to innovation. The Nielsen Breakthrough Innovation Report – based on an analysis of 12,000 FMCG product launches across western Europe since 2011 – revealed that two thirds of new products did not shift even 10,000 units, while three in four failed to retain a retailer listing beyond their first year.