Knowledge Base

As we emerge from the covid era, it appears that proving the effectiveness of marketing and sales investments is becoming even more important for many companies. So, what’s new? Nothing really: most companies I have worked with have always considered Marketing Spend Effectiveness (or MSE for short) a key business priority.  But why is it that many companies are… Read more »

Interesting to see the shift back to offline sales from Sainsbury’s which mirrors data from the office of national statistics from Jan 2020 to June 2023. Shoppers still want to see and pick up product particularly as the financial crisis tightens its grip. Worth remembering then where the lions share of your revenue comes from,… Read more »

We believe that Shopper Marketing is probably the most under-utilised and poorly invested area of many commercial organisations.In truth we never understand why this is as it should be a fundamental part of both your insight production and an integral part of your decision making throughout your commercial routine There are many reasons however why… Read more »

Last week was another busy one for The Capability Bridge as some of the team have been out in Africa running a Brand Ideation session for a multi-national FMCG client.We pride ourselves on creating new thinking and breaking away from internal norms and creative constraints that exist within a business. This is a Capability that… Read more »