Q1: What is insighting and why should all companies, even small ones, generate insight? A: An insight is a latent consumer truth that brings about strong emotions (due to its relevance to the target segment). When clearly linked to the brand, an insight has the power to make consumers seriously consider a brand because it shares the same emotions and values as they have. It […]

Josiah Go features the movers and shakers of the business world and writes about marketing, strategy, innovation, execution and entrepreneurship

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