If the audience you have and the audience you want are different, there’s probably a reason for that
So Tiffany have been repositioning: “Not your mother’s Tiffany”. I’m hearing lots of arguments against it: it looks cheap, it’s aggressive, it’s offensive, Gen X could afford the product more easily than Gen Z etc […]
Creativity – or Western bias?
My house and office are full of books. I know I could save space with e-books, but I spend my working life looking at screens, so for leisure and for learning I go for the […]
What Derren Brown can teach us about generating real insight
I have mixed feelings about Derren Brown – I’ve often been intrigued, and sometimes been horrified, at the things he puts people through – but a show of his that I saw recently had me […]
10 myths about packaging, and how to get around them
At East River, we’ve been researching how people interact with packs for years. Here we’re sharing some of the things we’ve learnt along the way – in no particular order, our 10 myths of pack interaction
Myth 1: […]