Yet the power of metaphors mean they must be handled with care. In this feature we look at how the meaning of familiar metaphors shifts between markets – and how translating them is crucial for effective brand planning:
Connected Life reveals the barriers that keep shoppers in different cultures browsing rather than buying, and the advantage that brands in all categories can gain by closing the eCommerce gap:
A global confectionary brand wanted to increase sales in convenience stores by helping retailers to attract new buyers.
We combined in-store observation with shopper interviews at the aisle to explore how our client could use POS and packaging more effectively to stimulate impulse purchase.
A premium ice-cream manufacturer sought ways to grow market share by increasing spend amongst their less loyal repertoire buyers.
We used an ethnographic approach combining filming, eye-tracking and shopper interviews to help understand the conversion process for the category, and reveal the precise interruptions that would trigger increased sales.
Just Juice looked to innovation to re-establish brand share and value in an evolving cold drinks market. Growth potential was seen in fizzy drinks – but was this space right for the brand?
We used the NeedScope framework to explore the functional and emotional drivers of brand choice in cold drinks, and reveal the best opportunities for an irresistible brand proposition meeting unmet needs.
The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.
Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.
A leader in imported beer wanted to explore opportunities within the growing segment of lighter, more drinkable products, to address slowing sales and profits.
We used Matrix, a systematic approach to directing and prioritising innovation opportunities to evaluate the landscape of over 50 beers, understand tensions and unmet needs, and reveal the real potential from different drinking occasions.
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