The article describes Brandalysis, a research model designed to uncover new insights about brands. It involves: 1) a detailed review of all existing knowledge (including all levels in the organisation), 2) `introspection’ among marketers, insight managers, outside agencies etc.
Fresh perspectives redefine brands in the recession
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...