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Growing brands through deeper insights and more compelling strategies.

Our Latest Thinking

Positioning Challenger Brands: Six Success Stories

Wednesday, October 02, 2019 Carol Phillips 2104
Challenger brands transform existing categories or create new ones by questioning the status quo and forcing leaders to...

Strategic Marketing Planning: Lessons from The Princess Bride

Monday, July 22, 2019 Carol Phillips 2061
Quick! Name a movie that features strategic planning. Chances are you’re thinking of The Italian Job or Ocean’s Eleven. For...

XM: Think Tapestry, Not Pillars

Sunday, June 30, 2019 Judy Hopelain 2171
I’ve always had a thing for textiles. Early in my career, I worked on several global textiles industry projects. But even...

Case Studies

  • Converting Shoppers at Point of Sale
    As a leading supplier of duck to restaurants and specialty stores, Maple Leaf Farms came to us with this question: How can more consumers be encouraged to consider duck as “everyday” protein to serve at home?
    38%
    Specialty Store Shoppers Open to Preparing Duck at Home
  • ökocat Natural Cat Litter
    In early 2013, Healthy Pet decided to enter the fast growing natural fiber cat litter category. Just one year later, they introduced a line of super-absorbent, wood-based cat litter products called ökocat (German for 'eco-cat').
    36%
    U.S. Households Own a Cat
    $1.7
    Billion Dollar Market
  • Millennials Homeownership
    They spend on their homes at the same rate as other homeowners, and when they make decisions they rely on online information from Yelp and Angie’s List as well as other social media sites.
    13%
    Homeowners are Millennials
    32%
    Home Buyers