Insight, Strategy, and Innovation Articles

Strategy

Don’t get caught in a short-term innovation trap.

Strategy

Making Segmentation Actionable by Defining Your Muse

Strategy

Could AI Help Write Better Research Briefs? Plus, 5 exciting AI tools to try

Egg Strategy’s POV Series: Leadership Brands

Marketing is an Inside Job: Lack of Diversity is Blocking the Industry’s Growth

Strategy

Functional Mentorships Dilemma: The Industry Needs Marketing Specific Mentorship

Strategy

Unpacking a Generation: The Digital Natives that Need a Break

Strategy

Do Your True Colors Come Out in the Rainbow Wash?

Strategy

Unpacking a Generation: Defining Success for Gen Z

Unpacking a Generation: Gen Z Holds Two Truths at Once

Spiritual but not religious: Consumers look to brands to deliver deeper meaning in an increasingly chaotic world

Insight from Ritualized Habits: What our Wordle Obsession Reveals About Us as Human Beings

How Brands Build Character: Unearthing the enviable strength and depth of intentional brands.

Strategy

Squid Game’s Secret – The Rise in Global Entertainment

Lifestyle

RHONY: What does the decline of a reality TV mainstay teach us about branding?

Strategy

More Human: How Consumer Illumination Can Unlock Meaningful Personas

Health

Hacking Health: Driving Behavior Change through Digital Experience

Strategy

Positioning Better – How Jobs to Be Done Can Help Inform Brand Positioning

Lifestyle

Empowering The Consumer Voice to Build Brand Trust: How letting your consumer do the talking, and the driving, can future proof your brand for success.

Health

Seal of Approval: How TikTok Boosted the COVID Vaccines’ Credibility and Public Acceptance

Building Better– An Introduction to the Jobs to Be Done Framework

Health

Taking on Taboos: Menopause and the Push for Innovation in Women’s Health

Strategy

Teaching the Next Generation of Strategists by Living Our Values

CPG

Winning in the Moment of Truth

Lifestyle

What is Clubhouse?: Unlocking the Potential for Brands

Health

Mental Health, the Pandemic, and Unmet Needs: How Can We Bridge the Gap?

Strategy

Socially Determined: How Brands Can Fuel Systemic Change

CPG

Skinimalism: 2021’s Beauty Trend + How Brands Can Respond

Lifestyle

Everything Thrift: The Rise of The Reusable Economy

Strategy

A Spotlight on the Fundamental Human Need for Identity

Health

The World of Digital Fitness: Running Laps Around Traditional Gyms

Lifestyle

The Streaming Wars: Are Consumers a Casualty?

CPG

Casting a Lighthouse Ambition to Inspire Breakthrough Innovation

CPG

2020 Recollective: Beauty’s Obsession with Technology, Manifested Through Gaming

Strategy

A Spotlight on the Fundamental Human Need for Participation

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