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what can be found in those reports ?
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Usually emerging patterns in culture that can worked out by reading a few newspapers.
Rarely, genuinely useful stuff, but the problem is that everyone else sees them too.
Insight by definition is an epiphane that sheds new light on the category, not what everyone else knows.
Don’t get me wrong, the ones backed up data are good and the Future Foundation in the UK is ace. But what they provide is only the start, it’s what you do with it that counts.
For example, the Old Spice stuff was a combination of different bits of information- the brand stood for old school masculinity, the product didn’t smell girly like others, masses of women buy showere gel for their men, men’s role in culture is uncertain, ‘new women’ don’t necessarily want ‘new men’in every situation. Young men crave experience, etc etcLikeLike
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Young men crave experience – Why do you say it was used in that tvc. I’m not arguing it’s just interesting how did you find out that this fact was used in the tvc.
Talking about masculinity. I have found an interesting article. It’s focused on how deep fear runs in even such supposedly manly men as mixed martial artists. I haven’t read it all yet but it seems an interesting stuff. http://tinyurl.com/6n45gn3LikeLike
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God, you’re even copying Martin’s blog now. Stop it. Stop it this instant.
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Toto, I like the look of that document, I’ve often found that academic stuff is an untapped resource (from marketing point of view)that is damn useful
I don’t KNOW that the experience thing was overtly part of the TVC development, but I do know that ‘Old Spice Gets You experience’ was the brand idea when they originally did the Bruce Campbell stuff that kickstarted the brand story that’s now got to Old Spice Guy.
Rob, I handwrote mine
Just wait until you see the crap I spout in New YearLikeLike
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thank you for the explanation
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I’m with Mr Weigl on this one; sooner we stop fetishizing insight the better.
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I don’t disagree entirely, but people also need to stop claiming insight when all they have is good information. That doesn’t come from reading the same stuff as anyone else
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NORTHERN PLANNER 
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