This week I was a panelist during a discussion at the MRS Impact conference. The initially daunting experience provided so much food for thought and made me even more proud to co-run a small, nimble agency.
Last week an article caught our eye in Marketing Week, Drinkers need new reasons to try new alcohol brands (9th September 2015). We have included a link below but the reason we found this so interesting is that we have seen time and again over the last few years that going beyond awareness is essential and is far from a new phenomenon. Consumers, faced with much choice need a very good reason to switch from what they know, love and trust. We have spoken to hundreds of consumers over the years not just in the UK but in markets across Europe, the Americas, Africa and Asia and in different ways they all need real, tangible reasons to go out and try relaunched brands, new brands and even new innovation over and above the brands they already love.