Knowledge hub

Brands face more pressure than ever to align with the movements shaping society. Whether it’s the climate-driven #SaveOurOceans or the cultural shift highlighted by #WorkplaceWellness, trending hashtags have become a gateway for companies to join global conversations. Brands like Patagonia and Lush have effectively tapped into these conversations, bolstering their reputations by showing real commitment […]

In 2023, IBM reported that nearly 60% of global consumers are willing to change their purchasing habits to reduce environmental impact. This shift signals more than just a passing trend; it marks a fundamental change in how consumers align their choices with their values. As the emphasis on sustainability and ethical consumption grows, brands face […]

A recent McKinsey report states that global markets are responsible for over 80% of business growth. As companies expand their reach, the challenge of creating a value proposition that resonates across diverse cultural landscapes becomes increasingly critical. A value proposition is a clear and concise statement explaining why customers should choose your product or service […]

During the highly anticipated Super Bowl XLV, Volkswagen aired an ad that would become one of the most iconic commercials in recent memory. “The Force,” featuring a young boy dressed as Darth Vader, captured the hearts of millions with its clever blend of humor, nostalgia, and a simple yet powerful demonstration of the car’s remote […]

B2B companies that excel today aren’t just relying on intuition—they’re leveraging detailed market research to make informed decisions. Advanced B2B market research is a critical tool for brands aiming to gain a competitive edge and drive strategic growth. It goes beyond the basics, diving into the specifics of customer needs, competitive landscapes, and emerging market […]

Starting October 2025, the UK government will impose a watershed ban on junk food advertising before 9 pm, a move that will significantly alter how food and beverage brands market to consumers. The ban, covering both TV and paid online ads, targets high-fat, salt, and sugar (HFSS) products to address rising childhood obesity. According to […]

The grooming industry for men in Thailand is driven by cultural influences, evolving consumer behaviors, and economic growth. Gone are the days of male grooming defined by Gillette razors in black packaging with neon accents. In the past, it was assumed men cared little about self-care, and grooming products were designed for convenience over quality.  […]

Establishing a global brand is complex. Companies looking to expand internationally must contend with significant challenges, including varying consumer behaviors, cultural differences, and economic disparities. These factors make maintaining a consistent brand identity complicated while adapting to local demands. However, the rewards for getting it right are substantial. Brands that successfully navigate these complexities can […]

Understanding consumer preferences is like solving a complex puzzle. It requires advanced tools to dive deeper into what drives consumer decisions, going beyond basic data analysis. Two powerful methods—MaxDiff and TURF analysis—enable brands to comprehensively understand their audience, allowing them to tailor products and messages with precision. MaxDiff analysis helps brands prioritize a product or […]

Costco has always been synonymous with value, but its recent crackdown on membership moochers is raising eyebrows across the retail industry. The retailer, known for its bulk discounts and no-frills shopping experience, has begun enforcing stricter membership policies to ensure that only paying members enjoy the perks of shopping at their warehouses. This move isn’t […]