360° insight for new brand development

Date of publication: November 5, 2003

Author: Ben Wood

Abstract:

Traditional research rarely fuels the creative brand development process. At its best it evaluates and optimises. At its worst it kills ideas. This presentation describes how fresh sources of insight can help generate the 'big idea' for a new brand and maximise its chances of success.It makes direct reference to the recent creation and launch of a new Russian mainstream beer, Tri Bogatyrya (Three Knights) for SABMiller, to illustrate how 360° insight can be a true catalyst for creativity.

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