For you, it's your category. But for the people you want to reach, it's a myth, or web of myths, that grabs their heart and soul.
For example, Beauty might be about love; Laundry about spiritual purification; Spirits about lifelong friendship. Not only that, these stories are constantly on the move, with every launch offering a new subplot, twist or turn. Our role is to lift the lid on the mythology of your category and show you how it's evolving.
We'll also help you understand how competitors are making use of it - for better or worse.
This level of category understanding is empowerment itself. It means you can innovate and communicate fully alert to your category's inner workings. For brands wanting to win or consolidate category leadership, it offers a phenomenal advantage.
Here are the kind of
questions we love to tackle
The World of Chocolate
Our future-sensing capacities help us track the ebb and flow of cultural meaning.READ MORE
Even in the quietest category, there’s scope for fresh thinking.
The anti-dandruff category in Mexico may not be the most dynamic space in the world of personal care, but that doesn’t mean a brand as big as Head & Shoulders can afford to stand still.READ MORE