Who is shaping your brand’s future?

Peter Kneale

This article argues for the importance of influencers (or advocates) in shaping the future growth of a brand, and introduces FutureView, a TNS research tool for identifying the `future shapers' for specific brands.

Who is shaping your brand's future?

Peter Kneale

The writers of the US Declaration of Independence thought it 'self-evident' that all men are created equal. Looking at the evidence quickly leads you to a different conclusion. Huge differences exist between...

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