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360° insight for new brand development

Date of publication: November 5, 2003

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Company:

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.

Ben Wood

Author

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Research Papers

360° brand

Catalogue: ESOMAR Conference on Marketing 2004

Author: Elena Gligorovska

 

October 10, 2004

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Citation

Gligorovska, E. (2004a, October 10). 360° brand. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/360-brand


Research Papers

Development of a new brand concept

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Ronald Renkema, Carlos Zwikker

Company: Diageo

March 30, 2003

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Citation

Renkema and Zwikker (2003a, March 30). Development of a new brand concept . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/development-of-a-new-brand-concept-


Research Papers

Responding to market change by new brand development

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: David M. Craton

 

June 15, 1992

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Citation

Craton, D. M. (1992a, June 15). Responding to market change by new brand development. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/responding-to-market-change-by-new-brand-development


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Research and decision Authors: H. S. Rich, J. S. Smith
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Citation

Wood, B. (2003a, November 05). 360° insight for new brand development. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/responding-to-market-change-by-new-brand-development