Publications

Publications

  • Branding is an Objective Art and Science

    Modern system of brand management was born in P&G in 1931 through an internal memo from Neil McElroy that changed how manufacturers sell products throughout the world.
    Brands started as a description of what products provide consumers functionally and emotionally, and what make it different from other brands.

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  • Re-engineering Questioning for More Reliability

    As solid decisions start with reliable data, retrieving the actual information and capturing the real feelings of people is a challenge that we are continuously trying to surpass, either by observational tools – like behavior measurement models- or by creating new ways for engaging participants

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