With a lineup of leading spirits that includes Grey Goose vodka, Patrón tequila and Dewar’s blended scotch, Bacardi Limited markets a portfolio of 200 brands. I recently asked Bacardi president and global chief marketing officer John Burke to give us an inside look at what he’s been up to during the past year’s disruptions. Paul Talbot: What strategic considerations have been
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Much of the classic market research advice applies to consumer neuroscience as well – but the emerging field also features unique challenges. Companies once viewed neuromarketing as a risky, perhaps overhyped proposition. But scepticism is now retreating in the face of mounting research evidence. A raft of recent studies confirm that, used properly, brain-scan technology (e.g. fMRI, EEG, fNRIS) is capable of revealing the reasons for consumers’
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Reckitt’s Jos Harrison believes FMCG should aspire for heartfelt advocacy, much like cosmetics or electronics brands enjoy… By Jos Harrison “I used this Harpic product the other day – wow, that does an amazing job, I love it!” This is not the type of endorsement you hear every day about a hygiene product. Probably ever. Such heartfelt advocacy is more common within cosmetics,
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