Tag Archives: amsterdam

How Authentic is your brand? Firefish study helps you steer these waters

The concept of authenticity has real relevance to the people who buy your brand and, as such, it is an important selling point and driver of value for brands themselves. However, the exact meaning of it can be elusive and hard to define.

Insight consultancy, Firefish set out to help brands navigate this space, and recently published a report defining its characteristics so that brands can take better control of their own authenticity:

‘ Navigate authenticity to make it more tangible in their offering and communication
‘ Demystify the term in order that it can be used more meaningfully
‘ Locate their true source of authenticity and demonstrate it with integrity.

You can find links to a detailed summary, including their ‘ten commandments of authenticity’ over at http://firefish.ltd.uk/our-world/making-sense-of-authenticity

Check out which brands ranked in the top 50 as the most authentic, how these eight values; the abilities to be genuine, original, unique, expert, visionary, passionate and honest, and finally integrity, comprise ‘authenticity.’ As well eight rules and ten commandments for authenticity, followed by the Brand Authenticity Checklist for practical steps to becoming more authentic.

Firefish is an award-winning, independent, strategic insight consultancy based in London, New York & Amsterdam. They combine deep understanding of people with expertise in Brands, Communication and Culture, to inspire and deliver insight, ideas and strategy to some of the world’s leading brands on all continents.

Miss the 2012 Int’l Shopper Insights in Action Event?

The best minds in the industry met in Amsterdam at the 2nd Annual International Shopper Insights in Action Event in 2012 to connect with like-minded peers to share innovative stories, fresh insights and sure-fire successes.

The event was a great build on the inaugural conference of 2011, probing further into best practices surrounding Shopper Insight and Shopper Marketing.

We heard from retailers, suppliers and agencies/consultancies alike who all shared a common theme, which was captured in the opening speech by the Chairmen, Duncan MacConnol from Kantar Retail and Barry Lemmon from TNS Retail & Shopper and their industry survey which said that category management and shopper understanding dominate the agenda of leading suppliers even more so than last year and the biggest barriers to successful shopper programs are integration and funding.

These two themes were reflected throughout the conference speeches, whether it was Magz Fallon from Coca-Cola who delved into the central funding and putting category drivers into the brand planning process to achieve the right focus on shopper, to Anders Fisker Olesen and Camilla Blicher from Arla Foods who reinforced this message with the tale of extraordinary measures they went to, in order to execute their vision for the Cheese Category in Denmark, following extensive consumer & shopper insights into the purchase decision hierarchy which re-framed the way the company thought about the shopping process for cheese. 

Revealing golden nuggets and whistle-stopping actionable insights, our provocative speakers inspired us to take risks, learn from mistakes and be patient until others follow. We captured a clear picture of key shopper differences in the US, Europe and China and the ten commandments of the new shopper manifesto.

We discovered that market share and loyalty are not objectives; rather, they are outcomes of a successful strategy. And finally, the new journey is about being whole-minded from sofa to shelf and winning the moments that matter ‘ really listening to what shoppers and consumers care about and love.

signupbuttonWe proudly present this executive summary from the 2nd Annual International Shopper Insights in Action Event – download it here.

Download The International Shopper Insights in Action 2012 Executive Summary to see the breadth and depth of the content covered. Plus, make sure you are opted in to be alerted when the 5-7 November 2013 program becomes available.

Create the Future, Don’t Follow It

As summer is quickly drawing to an end the Shopper Insights in Action International team wanted to send a quick reminder of two Shopper events you don’t want to miss!

Shopper Insights in Action International - Keynote Spotlight

America, Belgium and China: A Retail Marketing Perspective of Three Countries/Continents presented by Stephen Smith, Chief Marketing Officer, ASDA

The world is getting smaller by the day, habits and behaviours are converging, many brands are universal – yet every market is unique and proud. Stephen shares his experiences, thoughts and insights about the changing customer, the impact of country culture and the role and management of marketing across the world; having been a retail CMO in these three regions. See the Full Programme here

Free Webinar: THE ART OF SHOPPING: HOW WE SHOP & WHY WE BUY

Join Siemon Scamell-Katz, a leading expert in shopper behaviour and David Roth, CEO of The Store – WPP, in a conversation to shed light on consumer and shopper habits and what prompts their behaviour.

Everybody IS a shopper’a fact no company can ignore.

From the result of 20 years of pioneering research, Siemon shares thoughts for using shopper understanding to create strategies for growth in developed and emerging markets. In his new book, The Art of Shopping: How we Shop and Why we Buy, Siemon examines how well we really KNOW the shopper, questions the formalized decision-making process, the role of the retailer and advertiser and gives some thought to the future of retail. In this free webinar, you’ll learn:

‘ How the latest learnings from neuroscience illustrate the realities of decision-making
‘ How consumer and shopper insight can link together to create maximum impact at the point of purchase
‘ What retailing will look like in 2020, particularly how off and online will migrate
‘ The future for brands in that new world
Submit your questions in advance and invite your network to attend.
Hashtag: #WhyWeBuy

Date: Thu, Aug 16, 2012 
Time: 10:00 AM EDT 
Duration: 1 hour 
Host(s): International Shopper Insights in Action 

Presenter Information:
David Roth
David Roth: CEO, The Store – WPP
Europe, Middle East, Africa and Asia 
Siemon Scamell-Katz: One of the world’s leading experts in consumer behaviour. His clients include Coca-Cola, Unilever, SABMiller, Procter & Gamble; Tesco, Asda, and feminine brands such as Neutrogena, Oil of Ulay, and luxury brand Christian Dior.
Siemon Scamell-Katz
In his late twenties, Siemon founded market research agency ID Magasin which he later sold to TNS, part of the WPP Group, and the world’s largest Custom Market Research agency. Today Simeon is Global Consulting Director at TNS Retail and Shopper. Always at the forefront of shopper behaviour analysis, he regularly speaks at international conferences offering cutting-edge insights into consumer habits and needs.
Please visit www.tnsglobal.com for more information.

This complimentary Webinar is an exclusive preview of Siemon Scamell-Katz’ keynote address at the International Shopper Insights in Action Event, taking place on October 24-26, 2012, in Amsterdam, Netherlands. Visit www.ShopperInsightsIntl.com to learn more about the world’s most trusted conference brand for activating research at retail. We hope to see you there!

Free Webinar: THE ART OF SHOPPING: HOW WE SHOP & WHY WE BUY

Join Siemon Scamell-Katz, a leading expert in shopper behaviour and David Roth, CEO of The Store – WPP, in a conversation to shed light on consumer and shopper habits and what prompts their behaviour.

Everybody IS a shopper’a fact no company can ignore.

From the result of 20 years of pioneering research, Siemon shares thoughts for using shopper understanding to create strategies for growth in developed and emerging markets. In his new book, The Art of Shopping: How we Shop and Why we Buy, Siemon examines how well we really KNOW the shopper, questions the formalized decision-making process, the role of the retailer and advertiser and gives some thought to the future of retail. In this free webinar, you’ll learn:

‘ How the latest learnings from neuroscience illustrate the realities of decision-making
‘ How consumer and shopper insight can link together to create maximum impact at the point of purchase
‘ What retailing will look like in 2020, particularly how off and online will migrate
‘ The future for brands in that new world
Submit your questions in advance and invite your network to attend.
Hashtag: #WhyWeBuy

Date: Thu, Aug 16, 2012 
Time: 10:00 AM EDT 
Duration: 1 hour 
Host(s): International Shopper Insights in Action 

Presenter Information:

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