Mind The Gap – Consumer Centricity in a nutshell

Click here to access the slides Click here to access the slides   Transcript of recording with Tom De Ruyck – generated automatically by HappyScribe which means it will be about 80% accurate – if you spot confusing errors, please email ray@new-mr.com. The timestamps are included to help you jump directly to a point of interest.   [00:00:10.180] – Tom De Ruyck Hi, everyone, thanks for joining in. I’m Tom. I’m a managing partner at inScience Consulting, and today I have this presentation for you. Mind the gap or mind the gaps towards consumer centricity. So I want to talk to you about what actually is needed to reach consumer centricity. This quote is one of my favorites, the only constant is change, and the rate of change is increasing or you could put it. In other words, there will never be as little change in the world.   [00:00:57.110] – Tom De Ruyck As we experience today and in the last 12 months during the pandemic, we have even seen, I think, an acceleration of the speed of change, the pandemic acted as a tailwind for a series of trends that were already going on, but that have just […]

Tight Cultures Prefer Tight Logos: Semiotics of Space Differs across Cultures

Click here to access the slides Click here to access the slides   Transcript of recording with Dr Tanvi Gupta – generated automatically by HappyScribe which means it will be about 80% accurate – if you spot confusing errors, please email ray@new-mr.com. The timestamps are included to help you jump directly to a point of interest.   [00:00:06.040] – Dr Tanvi Gupta So today, I’ll be presenting to you one of our forthcoming papers in the Journal of Consumer Research, which is titled Safe Together Vulnerable, like how interstitial space impacts Logo’s Impacts Brand Attitudes in Diet versus Loose Cultures. So I have co-authored this paper with Professor Henry Cabot from Boston College. And in this paper we basically look at the meaning of empty space within Logo’s and how different cultures interpret the same empty space differently. The logos are actually carriers of brand meaning, and we all know that auto companies tend to spend a lot of money and a lot of thinking to come up with Fetlock when there’s a lot of research that goes behind that.   [00:00:50.590] – Dr Tanvi Gupta And one of the main goals of visual branding is to design logos in […]