INNOVATION

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

EMOTIONS IN ADVERTISING: Recently, we found it worrisome to learn that more than a third of global Fortune 500 companies are using facial coding for ad pre-testing and some (e.g. Unilever and Mars) have made it a mandatory for copy-testing. Brands want to understand emotion...

THE EROSION OF TRUST: Surely THE HOTTEST topic in 2017 has been brands’ erosion of Consumer Trust. Forethought has investigated Trust - considering the consequences to organisations of breaching or failing to achieve Trust – and how this impacts on the drivers of choice or purchase...

Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth. Creative agencies need to find a new way to demonstrate...

The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research. Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and...

For decades creative agencies and marketers have believed that whilst competitors can replicate rational product benefits, but emotion based brand positioning can enduringly continue to differentiate. Coupled with this is the contemporary assertion that all behaviour has emotions as its catalyst. In this article, ken shares...

The evolution of present day brand measurement can be traced back to the theories set out in the popular 1991 text by David Aaker, Managing Brand Equity. He went on to contend that metrics such as sales that were competing with his proposed measure ‘tend...

Creative agencies are suffering financially due to a lack of valued differentiation and the consequent loss of price-setting discretion. However, with the correct use of science-driven creative, to deliver growth to their clients, innovative agencies can reverse this trend. Forethought CEO, Ken Roberts looks to...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what impact our respondents believe marketing science has on advertising content and message now (February 2016), and in the foreseeable future. [detailsdownload filepath="/wp-content/uploads/2018/09/Forethought-Insights-University-Survey-Results-Part-3.pdf"]...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See how respondents expect the managerial importance of NPS to change from now (February 2016), to the foreseeable future. [detailsdownload filepath="/wp-content/uploads/2018/09/Forethought-Insights-University-Survey-Results-Part-2.pdf"]...