Engaging the street, winning the game

This article discusses how an interactive research programme involving a dialogue with a 'cutting edge' target was used to develop 'And 1', a specialist basketball shoe and apparel brand.

Engaging the street, winning the game

Victoria Brooks Fallon

This article presents a challenge to anyone working on brands whose targets live on the cutting edge. It questions the very act of 'researching' these niche targets. Many brands seeking a...