Reality Check: Consider your media mix if you want to drive pricing power
Ian MurrayYour choice of media channel mix signals more about the quality perceptions of your brand than you might imagine.
Reality Check: Find demographic differences that make a real difference
Ian MurrayDemographics are sometimes unfairly demonised but that’s because marketers aren’t using them correctly, argue Everyday People’s Ian Murray and Andrew Tenzer.
Reality Check: How Aldi owns the entry points that matter to win
Ian MurrayIn the first of a monthly insight column, Reality Check, insight specialists Andrew Tenzer and Ian Murray of Everyday People argue that Aldi has found success by avoiding the ‘flim flam’ of unnecessary entry points.