If the audience you have and the audience you want are different, there’s probably a reason for that

By |August 10th, 2021|

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?

By |December 7th, 2018|

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

By |March 31st, 2016|

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

By |February 19th, 2016|

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: […]