Fig 1

Read more…

Insight has become a tired word in marketing. Marketers have become frustrated because too often they are dished up research rather than insight. The fact is it’s easy to do research but difficult to get insight. Frustratingly, this is exactly the reason it is so potent.

Read more…

  Welcome to Issue 15 of News,  Added Value’s newsletter on ethical marketing.

Read more…

Over the last five years, sustainability has been growing in awareness on the marketing agenda, and in prosperous times it appeals to the self actualisation tier of Maslow’s hierarchy of needs.  However, what happens to these ideals and aspirations of a ‘kinder’ way of living in a recession? Two key components to concentrate on for your brand’s survival in these uncertain times are value and brand experience. There will always be a role for ‘pay less promotions’ (‘basic’ range or product bundling) but savvy consumers are also looking for value delivered through a greater emotional involvement and experience. We believe sustainability can deliver on both. For example, E.ON’s “see the energy you use” campaign delivers on both saving consumer’s money and a differentiated sustainable brand experience via their website. To achieve this Holy Grail, brands need to find that elusive “sweet spot” where the brands’ values, value proposition and sustainability strategy overlap.

Read more…

Each month News invites an expert to give their view on a topical issue.  This month we approached Professor Alan Knight, Commissioner, Sustainable Development Commission to share his view on choice editing. Read more…

“I am not a paper cup” - a reusable porcelain cup with silicon lid that will definitely appeal to our eco-badge consumers who like to wear their environmental credentials on their bag – we mean cup! Originating in the US, this cooler alternative to the thermos hit the UK shores over the summer.  A baby step toward reducing your carbon footprint.

Read more…