SINGAPORE - At Spikes Asia, Nir Wegrzyn, chief executive of consultancy BrandOpus, spoke to Campaign on the topics of branding and research.
Wegrzyn believes marketers’ understanding of the role of brands and branding is still patchy. He is also unenthusiastic about focus groups—although still widely used to gather ‘insights’, and instead favours implicit research. He explains why in this short video.
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