Welcome to the InSites Consulting newsfeed featuring the latest research, marketing and consumer collaboration updates. Sign up to our Smart Reads newsletter to receive your monthly dose of marketing (research) inspiration straight to your inbox. And in the meantime, enjoy the read(s).

Mighty easy to escape the commodity magnet?

Mighty easy to escape the commodity magnet

As published in MarketingTribune on May 1, 2018. In 1992, Rangan and Bowman wrote their Harvard Business Review article on the commodity magnet: a powerful virtual magnet which, as a result of growing competition, brings along a decrease in your differentiating capacities and an increase in your cost to serve, and puts pressure on your …

Read more

Brand Religions: the 5 beliefs of the Relationship Religion

Brand Religions: the 5 beliefs of the Relationship Religion

Over the past weeks we introduced Brand Religions, our mapping of today’s most popular marketing strategies. We kicked off with the Penetration Religion, over the Influencer Religion and now wrapping up with the 5 beliefs of the Relationship Religion. This last school of thought is inspired by Kevin Roberts, global CEO of Saatchi & Saatchi, who wrote …

Read more

Brand Religions: the 5 beliefs of the Influencer Religion

Influencer Religion

Last week we introduced you to the 5 beliefs of the Penetration Religion, next up in our Brand Religion series is the Influencer Religion. The Influencer Religion is the second school of thought to gain momentum in this post-modern world, especially since the rise of social media. The core idea is captured around the importance …

Read more

Brand Religions: the 5 beliefs of the Penetration Religion

Penetration Brand Religion

Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and on how to grow their brand. But in this abundance of models and theories, …

Read more

Measuring the effectiveness of advertising for an Effie Award finalist

Measuring the effectiveness of advertising for an Effie Award finalist

Last night (Thursday 9th of June) the Effie Awards Belgium were held in Brussels. Next to being a great night out, the Effies are one of the most prestigious awards for the Belgian advertising industry and we are really excited to have participated in the success of one of the nominees… Meet Milcobel, a Belgian …

Read more

4 tips for successful (re)branding

Belgium's New Brand

The cosy setting of the January STIMA Brand Café was at the recently opened The House To Be in Zellik, a place where people can find a balance between working and relaxing. This house is all about feeling at home and getting the best out of your employees, not only by working hard but also …

Read more

Let me peek inside your occasion

Let me peek inside your occassion

Brand building is back in vogue after the crisis-led era of product discounting, but pure investment in an omnipresent brand or brand story and the subsequent tracking of brand equity at a high level is no guarantee of success. Marketers are now clambering to understand the dynamics behind the actual usage or consumption occasions of …

Read more

The future of brand loyalty: new age, new rules?

Brand loyalty

Last week, I had the pleasure to participate in a panel discussion on the future of brand loyalty, hosted by UK’s Wine and Spirits Trade Association (WSTA). Over 170 guests turned up to take part in a great conference labeled Loyalty and how to inspire it. Alex Forrest, journalist and former political correspondent at ITV …

Read more

Is your brand a zombie?

As published in Brand Quarterly on July 6, 2015. Are you familiar with the popular television series The Walking Dead? The sheriff’s deputy, Rick Grimes, awakens from a coma in an apocalyptic world dominated by flesh-eating zombies. Knowing that the majority of people worldwide would not care if 73% of brands disappeared tomorrow, we should …

Read more

Breaking the rules of packaging design

Breaking the rules of packaging design

“Consumers owe you nothing, you owe them everything” and “If it ain’t broke, then break it”. Rowland Heming immediately got our attention at STIMA’s BrandCafé. It comes down to this: it’s not because you put a lot of time and effort in developing and marketing a product, that a consumer is obliged to buy it. …

Read more