Insight into action: the joy of new confidence
Catriona FerrisUnilever, United Kingdom
Lyn McGregorFlamingo International, United Kingdom
Karen PatersonMillward Brown, United Kingdom
INTRODUCTION
This paper explores a major issue facing many brands and organisations: the need to innovate in order to renew relevance for the target audience. It will show that there is a need for brands to constantly innovate to keep in step with cultural change. The paper will discuss the idea that in times of disruptive cultural change there is a need for brand thinking that is open to more radical innovative change to maintain...