Abstract:

The brand challenge is to be attractive enough to be noticed on the dance floor and then to invite, inspire and at best create a dynamic relationship where brand and consumer become dance partners. This presentation depicts how a consumer-connected company and an inspiration-led research agency Beiersdorf and HTP Concept have worked cheek to cheek to meet this challenge. The focus is on a jointly developed multi-disciplinary approach and its underlying working principles, illustrated with examples from a creative toolbox; as applied in various international research pieces.