Are you a brand manager, an entrepreneur with your own brand, in advertising, research, or a student of marketing? Whatever your relationship with the world of branding, chances are, you use the word ‘insight’ in brand conversations, just like everyone around you.
Here’s a secret – most of them do not really know what insight is! That’s my experience from interacting with hundreds of people in the world of brands & marketing over the last three decades.
That’s the irony! While a powerful insight is key to creating and sustaining a brand, few of us have a clear understanding of what it actually is.
So if you are one of the few who do have an insight on insights, you have an edge!
