Instant gratification is available through a myriad of online platforms and fast home delivery services so what is best practice for brand creation in the age of accelerated culture, particularly…

There are 8 key reasons for undertaking research activity:

To understand the current market.
To identify the criteria for success for a new entrant.
To quantify and identify the size of the target audience.
To develop routes to market.
To maximize the price potential.
To validate or challenge product or brand ideas.
To optimize the concept.
To help shape the marketing communication strategy.

For decades, and pretty much from the outset of mass-marketing, brands and marketing agencies steered clear of targeting grey consumers, unless they were promoting products specifically to this demographic but…

The first lockdown in March 2020 saw huge societal changes which impacted on every aspect of our lives, and none more so than our eating behaviour. The 30% of our…

The 21st century brandscape is hugely competitive with businesses in every sector leveraging their brand equities to the max.

Marketing in the form of online relationship building and data capture has seen an explosion of new, entrepreneurial brands who rather than rely on bricks and mortar sales through third party retailers are creating their own direct to consumer channel through dedicated websites and direct to home delivery services.

I often get asked’ how do I cost-effectively launch my brand?’  No one thing is going to provide the magic bullet but there are a number of approaches which are…

There has been much talk about the distinct and differing inter-generational behaviour of those defined as Millennials and Gen Z and these groups will soon become the two largest consumer…

The pandemic changed our relationship with food for the majority of us. We many workplaces closed along with restaurants, cafes and many food-to-go outlets, we reverted to cooking and eating…