Many premium travel brands assume they understand their audience, but internal assumptions often miss the mark. True “premium” appeal is driven less by luxury features and more by emotional needs, identity, and market-specific expectations, making robust audience insight essential to effective positioning.
If you’ve spent any time on LinkedIn lately, you might have noticed that a lot of organisations suddenly seem to be “AI-first”. We can see universities launching AI degrees, tech companies weaving AI into their value propositions, and professional bodies talking about how AI will reshape entire industries.
For many organisations, the most significant commercial opportunity sits within their existing customer base, rather than with new prospects. These are customers who already trust the brand, already use the product, and already have an established relationship.
Most businesses know their costs, understand their margins and have a sense of what competitors are charging, yet pricing still ends up being one of the most debated and uncomfortable parts of launching or refining a product or service.
“Brand love” is a phrase that comes up a lot in marketing when talking about consumer loyalty. It’s the idea that if customers feel strongly about your brand, they’ll keep coming back. However, when you look at how people actually behave, loyalty isn’t as simple as just loving a brand.
In many organisations, the “average customer” still sits at the centre of decision-making. Average satisfaction scores, average likelihood to purchase, average usage levels are easy to report, easy to track and easy to…
Every January, many people set out with the best of intentions. This often includes promises such as spending less, eating better, or joining the local gym.
If you’ve put chocolate on your Christmas list this year, you might want to double-check what you’re actually asking for. Some of Britain’s classic favourites – including Penguin, Club and Toffee Crisp – can no longer be…
The finale of the BBC’s Celebrity Traitors delivered an incredible result for linear television. Averaging 11.1 million viewers , and peaking at 12 million, it had the biggest overnight audience across the entire market…