Research has shown that brand share bears little relationship to the segments brands might be trying to attract.
Y&R has launched a psychographic segmentation tool in a bid to purge Chinese adland of what it calls outdated demographic targeting.
New study finds fastest and most progressive consumer empowerment in urban India and China, while expectations are high across the board, even among those most resistant to innovation.
In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, talks about the importance of properly defining your category.
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