We investigate the stories product categories are telling consumers across global markets – and the ‘micro-stories’ told by the visual, linguistic and multisensory cues deployed across category spaces.

Here we ask:

  • How are product categories behaving?
  • What are the current and future meanings communicated within and across categories through language, imagery, sound, smell? And through pack and product design?
  • Where do individual brands sit in relation to their competitors? What are the relative strengths and weaknesses of each category player?
  • How can our clients distinguish themselves from others in their category and more effectively engage consumers?