2020 NEW YEAR’S RESOLUTIONS – TIME FOR CHANGE  Marketing is The Change Function, so the start of a new decade is too good an opportunity to miss for taking new perspectives and launching fresh initiatives. So, it’s out with the same old same old, and in with our new Tangible Resolutions for an outstanding 2020: 1.     Get Healthy by facing your Brand Reality. Tracking the vital signs of awareness, distinctiveness, relevance and appeal are all helpful in uncovering indicators of performance strengths and weaknesses. A deeper and objective review of brand fame and force factors is a constructive way to […]


One of the definitions of a brand is a name with a promise. Most consumer research focuses on defining and refining the promise – finding ways to manage the positioning and execution of products and services so they are bought by the widest possible audience. But often the name is part of the brief, so if you are trying to rise to the challenge right now, here is a Tangible Q&A on creating and researching brand names. First things first: is consumer research a good way to find a great brand name? No. Unless you are very lucky it is […]


What can we learn about 2018’s consumer demands? Every November Food Matters Live brings us a plethora of new and exciting products from the UK and further afield. This year, to save you the trouble of negotiating the crowds and capricious rail timetables, we have picked out the products that best illustrate 2018’s evolving consumer food and beverage trends: 1 – CLEAN FUEL FOR BUSY LIFESTYLES 2 – CONSIDERED INDULGENCE 3 – BEYOND PLASTIC All three micro-trends are joined by the overall macro trend of Mindful consumption. New information streams are arising at an exponential rate and today’s shoppers are much […]