Our Thinking

We are a curious bunch who thrive on sharing different perspectives and points of view.

What we do

Publications

Pulse

Webinars

Conferences

Resources

Reinventing water as a drink of choice for the Vietnamese consumers

CHALLENGE In the changing lifestyle of Vietnamese consumer, water competes with other beverages. How can we reinvent water so the current market...

Translating global dirt is good philosophy into culturally relevant values

CHALLENGE Dirt is Good identified a philosophy on parenting and dirt that was widely recognized as a branding case study. However, translating this...

Deep cultural understanding of what ‘presence’ means for women across the globe

CHALLENGE How can a leading global haircare brand define a ‘human truth’ that works across markets, to guide their brand purpose of helping women...

Redefining brand framework through an investigation of modern femininity

CHALLENGE Our client wished to refresh its fundamentals to reflect its new ideology, and speak to modern women across emerging markets who are eager...

Communication concepts to trigger an upgrade from a generalist to a specialist laundry format

CHALLENGE Our client aimed to create pathways for existing machine users to purchase specialist laundry products (rather than use generic liquids or...