Viewpoint


We feel it’s only right that being an Insight Leader should involve a bit of, well, insight leadership. That’s why on this page, you’ll find us airing our news on topical marketing, communication and research issues.

green

Delivering ‘Green’

By Kate Halliday | Puffin Research

September 2019

Brands need to deliver on ‘Green’: To consumers and the business bottom line

 

Consumers are becoming ‘greener’ in their purchase considerations.  Various data shows Millennials are leading the way, with Gen Z swiftly following and Gen X, Baby Boomers, even the Silent Generation displaying significant engagement.

BRAND PROMISE

By Pamela Green | Ichor Consulting

July 2019

brandpromise

Brands Promises should drive serious decisions

 

What is a brand? It’s more than a mark, a logo, icon, or business name in a unique font. As impressive as that logo may look, it isn’t the “brand” in the true sense—and it certainly isn’t what makes the brand valuable. Rather, a business’s brand is its promise to its all those who interact with it. Successful brands deliver on their promises. And it’s by delivering on their brand promises that companies create brand value.