brand strategy
Partner Content
“Always On” Customer Understanding
7 min read
Brands succeed by spotting change early. AI-led research delivers always-on customer insight, helping teams identify risks and emerging needs faster.
Niels Schillewaert
Head of Research and Methodologies at Conveo
International Women's Day: Hidden Women
5 min read
Women are already deciding the next decade for brands. New research reveals how expectations are outpacing brand reality.
Chloe Alana Williams
Partner at 8TH DAY
Eileen Campbell on AI, Brand Building, and the Future of Market Research in 2026
Eileen Campbell shares insights on AI disruption, M&A trends, brand strategy, and the future of mark...
The Power of Purpose: How Charitable Giving Strengthens the Insights Community
3 min read
Esomar Congress 2025 reminded us that impact isn’t just data—charitable giving and community leadership are reshaping the insights industry.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Partner Content
Gen Alpha vs Gen Z: Two Generations, Two Totally Different Consumer Playbooks
6 min read
Gen Alpha isn’t Gen Z 2.0. Attest’s new research reveals what brands must know to connect with this next generation as they turn 16 in 2026.
Nick White
Head of Strategic Research at Attest
Partner Content
A Package Deal: unPACKING Why Design is Mission Critical for Brand Success
5 min read
Explore how packaging design drives visibility, attention, and sales in seconds—making it one of a brand’s most powerful marketing assets.
Alex Hunt
CEO, Chief Executive Officer at Behaviorally
7 Must-Reads for Insights Professionals Who Think Like Social Scientists
5 min read
7 must-read books on behavior, storytelling & meaning-making to deepen insights and elevate how brands understand and engage real human beings.
Kristian Aloma
Founder and CEO at Threadline
Karen Lynch
Chief Programming Officer at Greenbook
The Perception of Quality and the Impact on Brand Performance
4 min read
Can a new name change how quality is perceived? Explore how product renaming influences expectations, sales, and B2B buyer decisions.
John Hoeppner
President at Brand Name Quest
AI Revolution or Replacement? Critical Insights for Business Leaders
AI is reshaping mental health, market research, and branding. Explore its power, challenges, and why...
Partner Content
AI and Brand Trust: The Tipping Point is Now
4 min read
Brands can build trust by addressing AI concerns, fostering transparency, and engaging in dialogue to strengthen loyalty and customer relationships.
8 Ways to Stand Out in a Competitive Insights Market
5 min read
Stand out in the crowded insights market by staying authentic. Align with your values and deliver ways to connect with customers and drive differentia...
Norbert Sari
CEO & Creative Director at Rodeo13
Using Market Research to Identify Key Trends in B2B Video Marketing
6 min read
Market research helps B2B companies identify video marketing trends like personalization, short-form content, and educational videos to create effecti...
Michael Chukwube
Digital Marketer & Content Writer at StartUp Growth Guide
From Mergers to Metaverse: Exploring the Latest Industry Developments
Explore industry shifts, including major partnerships and mergers that enhance brand loyalty and dat...
Brand Tracking Tech 101
10 min read
Gain valuable insights into consumer preferences and behaviors with brand tracking. Stay ahead of the competition by monitoring key brand metrics cons...
Ashley Shedlock
Content Producer at Greenbook
Qualtrics X4 Summit Takeaways: Strategic Leadership, Ethical AI, and Data Empowerment
6 min read
Uncover the latest trends in Strategic Leadership, Ethical AI, and Data Empowerment from the Qualtrics X4 Summit. Get valuable insights from top execu...
Karen Lynch
Chief Programming Officer at Greenbook
Marketing Applied Part Three: Tactics Without Strategy Is the Noise Before Defeat
6 min read
Learn the key role of strategy in marketing, ensuring success by diagnosing needs, defining objectives, targeting audiences, and making intentional ch...
Iosetta Santini
Account Director at Keen as Mustard Marketing
The ABCs (and DEFGs) of Brand Trackers: Unlocking Insights for Business Success in a Changing World
4 min read
Stay ahead of the evolving landscape with our brand trackers. Gain valuable insights into consumer behavior and market trends by using the right techn...
Keri Vermaak
Regional Engagement Director at Infotools
Beyond Price: The Currencies That Truly Drive Consumer Behavior
6 min read
Explore the complex world of consumer behavior. Learn how time, social, physical, and emotional currencies influence purchasing decisions on our websi...
Hunter Thurman
President at Alpha-Diver
Famous and Distinctive for What?
4 min read
Gain insights into the significance of brand awareness and its measurement in marketing. Shape your brand's attributes strategically to drive category...
Ken Roberts
Chief Innovation Officer at Forethought
Best Practices for Measuring Experiential Brand Activations
5 min read
Overcome the industry-wide struggle of measuring ROI in experiential brand activations through three crucial pillars of testing and discrete norms.
Dara St. Louis
EVP, Founding Partner at Reach3 Insights
Trust Diagnostics Part Three: The full-blown crisis and the destruction of social license
6 min read
Discover the evolving societal expectations of organizations and how they conduct themselves. How can breaching trust lead to loss of goodwill and bra...
Ken Roberts
Chief Innovation Officer at Forethought
Brand Differentiation: A Reality the Dirichlet Model Can’t Account For
5 min read
Reevaluate marketing strategies and research approaches by challenging the Ehrenberg Bass Institute's claim on brand differentiation.
Joel Rubinson
President at Rubinson Partners Inc
Trust Diagnostics Part One: It’s Just a Passing Concern
5 min read
Learn how to handle negative publicity and identify the best course of action for your business with our article on the 'passing concern' category.
Ken Roberts
Chief Innovation Officer at Forethought
Trust: You Can’t Fatten a Pig on Market Day
5 min read
Delve into the significance of trust in branding and distinguish between various states - steady, concerning, and crisis. Gain insights on the applica...
Ken Roberts
Chief Innovation Officer at Forethought
What to do When a “Breach of Trust” Unleashes an Unruly Mob
5 min read
Amidst media frenzy, uncertainty surrounds the appropriate response, the duration, and the impact on a brand. Should it endure or adopt an assertive a...
Ken Roberts
Chief Innovation Officer at Forethought
The Heart of the Matter: Driving Brand Love
7 min read
In a world that is obsessed with Artificial Intelligence, Machine Learning, Natural Language processing, where do good old branding fundamentals sit? ...
Are your Experiments Misestimating the Effectiveness of your Advertising?
3 min read
Those in marketing analytics, research, and academia tend to view experiments as a gold standard. Careful…test vs. control reads are hard work too. I...
Joel Rubinson
President at Rubinson Partners Inc
Karen Lynch
Chief Programming Officer at Greenbook
Increase Market Value by Building Brand Attachment, Not Loyalty
2 min read
In our current world of exponential brand choices, it is increasingly important to have a “sticky” customer base who keeps coming back for more. Not o...
William Leach
Founder / Mindstate Group at Mindstate Group
The Greenbook Podcast
Empowering Transformation: Paramount’s LGBTQ+ in America with David Pangilinan and Angel Bellon
Karen Lynch
Chief Programming Officer at Greenbook
Innovation Strategy Tools (Part 4): Roadmapping
3 min read
Last month, we talked about creating a red and blue ocean strategy for innovation and how it can help you create better products for your organization...
Nicholas Lee
Senior Designer at Northstar Research
Why Motivational Psychology is the Secret to Elite Brand Advertising and Growth
1 min read
Identifying the core human motivation driving your category is critical for elite brand marketing because it allows insights professionals to help the...
William Leach
Founder / Mindstate Group at Mindstate Group
The Most Important Lesson from Narrative Psychology and What it Means for Elite Branding
2 min read
Narrative psychology is a field of study that focuses on how customers make sense of their experiences and the world around them through stories and n...
William Leach
Founder / Mindstate Group at Mindstate Group
Using Behavioral Science to Build Elite Brand Equity
In today’s marketplace, many comparable products and services are often available, making it difficu...
How to Estimate a Brand’s Cumulative Penetration by Analytics
3 min read
The measures from a survey I trust the most relate to market share. However, sometimes you need to know what percent of consumers engaged in a particu...
Joel Rubinson
President at Rubinson Partners Inc
Women in Research: Embracing Equity in 2023 and Beyond
4 min read
Editor’s Note: International Women’s Day is set apart to celebrate the achievements of women. Forbes suggests, “The day marks a call to action for acc...
Jessica Sage
Global Director of Marketing & Programming at Women In Research (WIRe)
It’s Supposed to be a Pipe Not a Funnel!
7 min read
Why do top of the funnel insights measures such as brand health not perfectly translate into actual brand choice at the bottom of the funnel? If it d...
Ken Roberts
Chief Innovation Officer at Forethought
Does Your Brand Have a Cold, Wet Nose?
2 min read
Many use the terms brand equity and brand health interchangeably; they shouldn’t. Brand equity refers to the size of a brand. A brand with high brand...
Joel Rubinson
President at Rubinson Partners Inc
How Mustard Helped Transform Engagement with Insights at Coca-Cola
5 min read
“They never, ever read the email” Sounds familiar? This was the number one challenge set to us by the head of insights at Coca-Cola Western Europe: to...
Lucy Davison
Founder & CEO at Keen as Mustard Marketing
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Six Brand Strategies During Economic Uncertainty
6 min read
Key learnings from previous uncertain times to help your brand.
Mohammed Bellamine
Director of Customer Experience at Perksy
Fire! Aim! Ready! Are You Putting Your Marketing Tactics before Your Strategy?
4 min read
Differentiating between strategy and tactics for successful marketing.
Lucy Davison
Founder & CEO at Keen as Mustard Marketing
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
No One Hates Shrinkflation More than Inflationaires
3 min read
Why brands should avoid ‘shrinkflation’ in the face of rising costs.
Hunter Thurman
President at Alpha-Diver
What Really Motivates Consumer Behavior?
5 min read
Should brands communicate trust, purpose, or choice?
Ken Roberts
Chief Innovation Officer at Forethought
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
The Journey of One of PepsiCo’s Iconic Brands: The Research That Defined Fritos’ Appealing Human Truth
7 min read
PepsiCo’s brand research on its Frito product.
Anuradha Mohan
Manager, Strategic Insights at PepsiCo Foods North America
Trust Me, I’m Untrustworthy!
4 min read
Building consumer trust & dealing with breach of trust in your brand.
Ken Roberts
Chief Innovation Officer at Forethought
Saying What’s Desirable and Doing What’s Favorable
5 min read
The Say-Do Gap, Social Desirability Bias, and impacts on brand & MR.
Shane Skillen
Chief Executive Officer at Hotspex