Author: Lee Naylor
Most good brands tick four out of five boxes required for greatness. What are they missing? Connected care, says Lee Naylor. Recently, we have seen a number of tech businesses facing immense reputation damage to their brand and credibility. Uber and its lack of diversity, Facebook’s seemingly endless stream of data breaches and Foodora’s reluctance to treat its workers […]
‘Category’ is a restrictive word when it comes to marketing, writes Lee Naylor. I’ve had an epiphany – at Lent! It came about because someone was talking to me for the umpteenth time about category growth. You know the conversation – we need to grow the category, the retailer would like to grow the category, where do we […]
Market research isn’t dying, and by better portraying its diverse and compelling work, Lee Naylor says it still has the potential to be the sexiest job in town. Slow and lumbering. Dead, but still functioning. It’s not a zombie horror film – it’s unfortunately a common misperception of the market research industry. Conferences bemoan the fact […]
Lee Naylor reminds us that understanding our customer goes far beyond stereotypes based on data and market research, but must understand and satisfy the mission – the ‘why’ – behind their purchasing experience and decisions. In an election that has focussed on gender differences, there is probably one issue that Hillary Clinton and Donald Trump can […]
With the media crying foul against the control of the big supermarkets and the ACCC asking some tough questions, it would be too easy to get caught up in the everyday pressures of battling over trade terms. The question is, can marketers actually work with the retailers and in doing so move from the day-to-day […]
It seems I’m part of something the business world finds popular. No, I take that back – they find it downright sexy. But like all sex symbols it is enigmatic at arm’s length and difficult to quite put your finger on what makes it so. We’re talking about data – ‘big’ data to be exact. […]
