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10min chapter
BONUS: Brand Building Live at Cannes Lions
How I Built This with Guy Raz
Brand Building Through Consumer Insights
This chapter explores the journey of introducing Duncan Hines cookies to the American market, emphasizing the challenges faced due to competition and consumer preferences. It delves into innovative research strategies, including immersion research, that informed brand decisions for products like Jif peanut butter and Pampers. The narrative highlights the importance of understanding consumer behavior and emotional connections in successfully revitalizing well-known brands.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode