We segmented the market for DONG Energy to help the Danish company understand how its customers think about energy and sustainability.

Instead of the classic idea of “authenticity,” young urbanites are playing with the concept to involve craftsmanship and a stronger story.

Unlike the conventional wisdom of marketing, if you want to position a product as premium, use more complex messaging that will demand more of the consumer.

In the world of marketing, creativity is surrounded by a high level of mystique. We imagine that ideas appear in the heads of gifted individuals from out of nowhere. Because it seems that no one really understands creativity, the art directors of the world can charge exorbitant prices for their creative services. This is the case even though only about 50 percent of marketing campaigns are successful. However, California-based consultancy IDEO has developed a more rigorous approach to working with creativity.