How to generate global insights to create brands

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands.

How to generate global insights to create global brands

Johannes HartmannConsumer & Market Insight Foods, Unilever, Netherlands

Howard R. MoskowitzMoskowitz Jacobs Inc., United States

PREFACE

The paper talks about the journey to global insights while it also goes beyond to say that just having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The idea that insight is a verb rather than an object forms the central theme of the paper. “Insighting” is a process that has to be led carefully following a handful of very fundamental principles. The...

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