Clear
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What Brand Desire means for brand measurement?
By Karl Miley, Head of Insight
Hundreds of millions of pounds are spent on brand equity trackers annually, and their raison d’etre is simple. It’s to help marketeers build brands in a way that is differentiated and sustainable in the long term. But despite being one of the building blocks of brand strategy, the way equity trackers are designed and analysed can mean they fall short of this aim... -
Brand Desire 2012... It's coming!
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Jan 20, 2012
Clear_Global: Why do we insist on sticking with the traditional written concept to convey and evaluate an idea? http://t.co/3pShTmvw
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The Kodak Moment
By Mark Killey, Senior Consultant at Clear Europe
As Eastman Kodak announced they are filing for bankruptcy this week, it won’t have surprised a lot of people who will have seen this coming for several years. The unfortunate thing is Kodak should have seen this coming a long time ago. -
The concept of concepts is entirely conceptual
By Anna Lyndon, Global Innovation Director
A concept is just that, conceptual: An abstract representation that bears no real resemblance to how a product or service is experienced by a consumer in the real world. The shelves of Walmart are not packed with concepts; millions of people do not flock to Apple stores to buy concepts (although if they did sell them people might buy them…). People don’t buy concepts, they don’t even buy products, they buy ‘experiences'...
