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Blog Innovation
How AI-powered concept screening accelerates innovation
March 30, 2026
In the 1980s, Colgate decided to sell frozen dinners. Colgate had brand recognition and loyal customers, and the frozen meal market was booming. The idea seemed like a natural extension. What the ...
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Blog
The brands that are showing up for Women’s History Month (and what they’re getting right)
March 27, 2026
Every March, brands show up for Women’s History Month. But in 2026, the bar feels noticeably higher. Consumers aren’t just looking for celebratory messaging or “inspirational quotes” anymore, they’re ...
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Blog Advertising
AdMiration feature: Wendy’s “Sweeps Alley Oop”
March 26, 2026
For this week’s AdMiration feature, we looked at consumer response to Wendy’s “Sweeps Alley Oop” ad, part of their March Madness campaign in the US to promote their sweepstakes and the official ...
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Blog
2026 brand activation examples: Ikea, Spotify and Apple TV+ show us how it’s done
March 25, 2026
Brand activations are interactive brand experiences that directly engage consumers online or in person. Mini festivals, pop-up bars and digital quests: brand activations are immersive experiences ...
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Blog Innovation
What new candy will win Easter 2026? What shoppers want most
March 24, 2026
Every spring, candy brands roll out a fresh lineup of Easter treats hoping to earn a spot in shoppers’ baskets. This year, Easter candy innovation leaned less on entirely new products and more on ...
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Blog
What consumers want from CPG brands in 2026
March 23, 2026
In 2026, it’s no longer enough for consumer packaged goods (CPG) brands to win in a single area like taste, price or convenience. Consumers are weighing multiple priorities at once, from improving ...
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Blog Advertising
AdMiration feature: IKEA’s “Coming Home”
March 19, 2026
For this week’s AdMiration feature, we looked at consumer response to IKEA’s “Coming Home” ad, part of their global campaign that’s initially launching in South Korea, China and Belgium before ...
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Blog Innovation
From new idea to market leader: Building and owning a category
March 19, 2026
When Salesforce entered the market, many buyers saw it as an unusual alternative to traditional enterprise software. Companies like Oracle and SAP sold large systems installed on company servers. ...
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Blog
The future of consumer segmentation and audience strategy
March 18, 2026
“In today’s environment, static segments based on outdated behaviors or assumptions can do more harm than good.” [[- Leigh Admirand, American Marketing Association]] Some segmentation frameworks were ...
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