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Research papers

Cultural anchoring

Managing the complexities of brand architecture has never been more challenging. Product commoditisation and competitive intensification have heightened the importance of building deep brand connections with target audiences. Meanwhile, market...

Catalogue: Congress 2014: What Inspires?
Authors: Neale Cotton, Julian Dunne
Company: The Lab Strategy & Planning
September 10, 2014
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Citation

Cotton and Dunne (2014a, September 10). Cultural anchoring. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/cultural-anchoring


Videos

Cultural anchoring

Managing the complexities of brand architecture has never been more challenging. Product commoditisation and competitive intensification have heightened the importance of building deep brand connections with target audiences. Meanwhile, market...

Catalogue: Congress 2014: What Inspires?
Authors: Neale Cotton, Julian Dunne
Company: The Lab Strategy & Planning
June 15, 2014
×

Citation

Cotton and Dunne (2014a, June 15). Cultural anchoring. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/cultural-anchoring-8177


Videos

New perspectives

“If you want to end up somewhere different, then you need to start somewhere different” - Pixar Simplot Australia needed a new way of understanding their consumer base. Segmentations are complex challenges in and of themselves. On top of...

Catalogue: Congress 2014: What Inspires?
Authors: Alastair Liptrot, Paul Labagnara, Peter Stuchberry, Neale Cotton
June 15, 2014
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Citation

Liptrot, Labagnara, Stuchberry and Cotton (2014a, June 15). New perspectives. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/new-perspectives