Inside the mind of a Brand Manager

A Brand manager not only adds to the choice set of consumers with their product offerings but, in fact, have many choices of their own to make when it comes to gaining market intelligence and research data. What issue do they consider when embarking on a research study for their...

Local – Compelling, Yet Undefined

Recently, I conducted an Invoke LIVE session with a total of over 200 respondents to understand the appeal and definitions around on-product claims such as natural, organic and local. Interestingly, while both natural and organic are compelling terms in their own right, 84% of respondents have a positive opinion of...

Does pink slime ruin the “all natural” label?

Recent news of pink slime in the food industry highlights for me just how industrialized the US food industry has become. If this meat filler can be called “all natural,” it makes me wonder about all the other all natural product I buy. The good news is, the public outcry...

Mobile Concerns: We don’t believe the hype

We have a generation of young people that have been born into a mobile world. Debate abounds on whether iPads are ideal for cognitive development in toddlers, how old children should be before getting a cellular phone, deployment of tablets in the classroom for teaching and engaging students. In recent...