Co-op goes back to the future with fresh brand purpose

Russell Parsons

The Co-operative has unveiled a new brand purpose, ‘Championing a better way to do business for you and your communities’, a move that comes as the beleaguered group announces its members have accepted proposals that will lead to a radical shake-up of its board. 

Consumers natural habitats

How to use ethnography for in-depth consumer insight

David Burrows

Spending a weekend sitting in someone else’s house reporting when, why and how much they ate, drank, bathed, watched TV or used their mobile phone isn’t everyone’s idea of a good time, but for a marketer it is one of the best ways to gain deeper customer insight.