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Our blog
Explaining the Brand Gap
There’s a gap in most markets that doesn’t show up in product specs or competitive audits. It lives in the consumer’s mind, and it is the space between what people are looking for from a brand and what they actually perceive the brands around them to deliver.
That gap is called a brand gap, and finding it is
Choosing a Brand Name Through Implicit Insight
Naming a brand is harder than it looks. A London-based branding agency was restructuring and needed a new name, one that could carry real meaning across six brand values and
Testing Customer Response to a CSR Initiative at a Fast Food Chain
A leading fast-food chain was planning to launch a new CSR initiative and had developed a nationwide communications campaign across 450+ UK outlets, including menus, banners, and table cards. The board was fully supportive, the initiative seemed like a natural fit for