In a VUCA world, businesses have to protect their brands in today’s volatile markets. If that feels too complex, let’s first unpack what we mean by a volatile market. Simply put, a volatile market is a market where prices move at a rapid speed in an unpredictable way over short spans of time, not only…
In order to see if there was a link between creativity and purchase intent, we used behavioral measurements and analysis. With a small sample size, we observed consumers’ reactions, emotions, and eye-tracking on 7 Ramadan ads this year from different industries. We discovered that ad likeness did not boost purchase intent. However, the ads which highlighted…
In a VUCA world, change is ongoing and often unexpected. This creates a need for agility to overcome fierce competition. Agility might be an overused and often misunderstood word. So, what do we mean by agility, actually, and what is the competitive edge of businesses that are agile? In short, agility can be defined as…