New Expressions in Travel instead it offers another POV gaining insight from communications and cultural progress i.e. the latest in advertising, art, products, retail environments, TV, film, media etc. Consumer Insight traces current perceptions and is by nature more backward looking, while Cultural Insight provides a more future focused POV A holistic approach that examines marketing & branding from all possible perspectives QUALITATIVE / QUANTITATIVE CULTURAL INSIGHT R G B 97 17 106 R G B 97 17 106 R G B 51 204 51 0 0 0 How Cultural Insight Helps a Brand Be Relevant Be Clear Be Fresh What does nutrition mean in China? Whats emerging in luxury in China? How do I make my brand positioning clearer, more specific and defined? What are my competitors communicating? (to ensure I am different) How can we generate more breakthrough innovation ideas? How do I express or activate my brand in a fresh way? (logo, ad, packaging, retail, web-site, product) Understand the cultural context of a concept or category Inspiring future brand expression Understand the meaning of your brand (and competitors) How can I map the category and identify a positioning space? How do I better connect with women? How can I create tight and efficient creative briefs?