Creating desire - Helping the buyer to buy
Mattias Ostlund and Mark Rodgers
This paper outlines the rationale and process for developing a new kind of consumer insight programme; innovative in both its way of 'mining' for emerging consumer desires (as a platform for future brand planning and development) and its approach to disseminating that information through a complex, multinational marketing and distribution network.
Creating Desire – Helping the Buyer to Buy
Using a different kind of cconsumer intelligence to inform future brand planning and the creative and commercial output that ensues as a result
Mark RodgersPearlfisher, United Kingdom.
Mattias OstlundVin &...