Articles

HOW TO INNOVATE IN 2018

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Part 1… If you resolve to do anything this year, do more. If you resolve to do more, do it well. DO MORE We are conditioned to celebrate singular or specialist expertise. We feel good if we master something and at this time of year there is often a focus on acquiring a new trick, […]

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Packs make better ads …

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Research conducted in the US has demonstrated that a marketing claim made on pack is more powerful than one communicated in print advertising. In general, consumers perceived packs as closer to the product than ads and this greater proximity was likely to make a claim seem more credible, increasing claim believability and purchase likelihood. In […]

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Innovation Culture – It’s about them, not you

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An organisation’s culture is best observed in the way the team behaves when the boss isn’t there. And we all know that having the right culture and environment is vital when seeking transformational change through innovation. So what is actually going on in your organisation? Does it look like a place that thrives on experimentation […]

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Make Messy Segments Not Tidy Stereotypes

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One of the necessary preoccupations of marketing people is to identify their target market as clearly as possible. At Tangible we are strong advocates of the theory that the widest possible targets make for larger pools of potential buyers, but we also believe that segmentation can be useful. The challenge when working with high volume […]