Blog

The latest news and events - mixed with our views on everything that matters right now in marketing, data, research and technology.

Category: Brand

What can insights learn from Hollywood? Posted on June 9, 2022 by Dan Amson

When it comes to communicating insights, most people still rely on that dull event, the debrief. All our efforts are squeezed into one hour of bar chart hell. When we should be scintillating and exciting, we are studious and exhaustive. What can we do to change this? Where better to look for inspiration than Hollywood?! The glitz, the glamour, the lights, the camera, the action. The FAME. Here are my thoughts on what we can learn from Hollywood to ensure

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GRIT Report: How to be famous Posted on March 31, 2022 by Lucy Davison

The challenge to stand out is as important in MRX as it is for washing powder or breakfast cereal. But yet again, in this GRIT Report, we see that researchers don’t make good marketers. The point of positioning is knowing what you do – and what you don’t do. In past reports, we have seen inconsistency from respondents within supply-side companies as to what their company does. And in this report again, “the employees of many supplier companies aren’t really

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Aspen Finn takes flight Posted on February 9, 2021 by Braden MacDonald

With a base of happy clients and a team of great people advising clients on innovation, brand, communication and insight strategies, the board at 20|20 realised it was time to launch a new consultancy offer, separate and distinct from its online qualitative solutions. Our role at Keen as Mustard was to identify the core strength of the team and develop a brand and identity around that that was distinctive and engaging. Through our strategy work and our extensive knowledge of

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Mastering change for Cambiar Posted on August 12, 2020 by Simon Dunn

Specialist MRX consulting firm Cambiar Consulting had a brand and website that had not been updated in years. It felt at odds with the personality of the company and the unique, smart work that they do within the industry. Through the initial strategy refinement work we did with Managing Partner, Simon Chadwick, we were able to pinpoint the core benefit they deliver to clients – value growth. This is what we call a “single overriding message”, the most important element

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Beauty and the Beast Posted on June 30, 2020 by Simon Dunn

Friend of Mustard and insights profession legend Tom Ewing was launching himself as a freelance writer and thinker within the industry. He approached us to develop a logo for his new business. It’s normal for clients to have little idea of what their logo should communicate, so we go through a process of working with them to define their company personality, values and ambitions, which then translates into an appropriate brand. At Mustard we refer to this process as ‘bringing

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