One of the biggest challenges of consumer research is that it is often focused on the present; consumers tend only to play back what they are currently experiencing and what they know is going on around them right now.
For brands this is tricky. On the one hand, understanding ‘now’ is useful to get a sense of context and to course-correct on current strategy or to adapt to consumers needs. But on the other, it’s hard to get a view on the future; how the bigger picture is changing and what opportunities – and threats – those changes might bring. Read more…
Premium brands are strongly anchored in a contemporary and modern reality whereas Luxury brands have a much more complex, deep and holistic approach to time.
Luxury brands shape their identity thanks to and over time. While, with the passing of time, others go out of date, wear out, luxury goods mature, acquire a patina and absorb the imprint of their holders.
Read more…
I spent a week in Berlin recently, attending a conference of semioticians and trendspotters from Added Value offices the world over. I was there as our resident North American futurist. It was an exciting week. We were there just after the celebrations of the 20th anniversary of German reunification, and no city symbolizes reunification more than Berlin. Berlin is a revitalized city with lots of new energy, and a wonderful place to explore. But the most interesting part was spending time with academically trained semioticians, and learning more about what they do.
Read more…
Added Value France reinforces its Innovation Offer by investing in a cultural insight expert, Marcus Alfonsetti. Marcus will be here to help build the Cultural Insight competency and to train the team on semiotics and trends. He will be working on innovation projects for clients such as Pernod Ricard, Ford, GlaxoSmithKline and Ikea.
Read more…
A delicious Aussie treat that everyone loves. That famous recipe often copied but never matched – the Tim Tam seems as good as a bikkie can get. Break open a packet and it’s hard to stop at one. And who would want to, with so much scrumptiousness there for the taking?
Read more…
Most men drink beer to become Italian. Irresistibly cool. Handsome. Charming. So why not drink a beer that actually is Italian?
Read more…
We use cultural insight to look at the world from a different point of view and pinpoint inspiring and emerging expressions of the values that could be leveraged to redefine your category.
Read more…
We make the management of brand equity and value a tangible discipline.
Read more…
We use semiotics to identify the cultural capital that will keep your brand relevant, distinctive for the next generation of consumers.
Read more…
We use semiotics to decode your brand’s signals and understand what your brand and its competitors are really saying to consumers.
Read more…
One of the biggest challenges of consumer research is that it is often focused on the present; consumers tend only to play back what they are currently experiencing and what they know is going on around them right now.
