The pandemic is opening a window to a more earnest and insightful approach to marketing research. All we need to do is go beyond the mask.

COVID-19 has advanced our internet-everything culture, along with the role of online research. Daily pandemic-polls, consumer behaviour research, brand perception studies, and COVID-19 data-driven insights fill our feeds.

Qualitative, face-to-face research is taking a hit from the pandemic. There’s no room for social distancing in focus groups or one-on-one interviews. The role of a talented moderator in any scenario is their ability to read people. Interpreting body language, facial expressions, and feeling is critical…


There’s been a lot of focus on changing the creative brief. We got rid of it and opened a whole new door to creativity.

As we know it, the creative brief hasn’t evolved since the heyday of the Mad Men era of the ’60s. Social media was 35 years away, Mark Zukerberg wasn’t even born, and phones had rotary dials. Today, everything has changed, but the brief. Many agencies have tried to make them shorter, which usually leads to the same amount of information only under fewer headers. Others have changed the design without changing the content.

The problem isn’t…


Brand reputation impacts everything from pricing to attraction and retention of talent, to competitive advantage and intent to purchase. It’s time to protect it.

Before quarantine, I went to the bank to sign some paperwork. The bank was closed due to an “incident.” While waiting outside for the bank to reopen, a man approached the door and demanded that the employee on the other side let him in, saying he was a private banker and didn’t care about the incident. He escalated into a swearing tirade against the employee who was merely following protocol.

Brand reputation is at the constant…


In the advertising industry, we tend to measure what’s easy. But just because something can be measured more easily, doesn’t mean it performs.

The past two decades have been a golden age for advertising technology. This time has given rise to mainstream digital advertising, programmatic, trading desks, data, performance marketing, metrics, analytics and a myriad of other tools designed to drive effectiveness. But during this period of technological innovation, these sugar-coated, short-term activations have narrowed our focus, causing advertising effectiveness, creativity, and long-term brand building to fall desperately short.

For too long, there’s been too much focus on building better…


In the first six months of 2020, everything has changed. As companies look to bring their values into focus, it might be a good time to evaluate your entire brand.

There’s no such thing as a static market. Consumers are constantly evolving, technology is forever changing, culture is continuously growing, and product enhancements are never-ending. To keep up with these shifting sands, brands need to rebrand to maintain their relevance and performance occasionally.

A good brand communicates what your company does. A great brand communicates how and more importantly, why your company does what it does. A great brand builds credibility and motivates your customers. And like you, a great brand evolves, consistently and methodically over time, to persevere and retain relevance. …


Mother nature and advertising share a lot in common. The notion of adapt or die has evolved species in remarkable ways, yet, brands are dying at alarming rates with few evolving before it’s too late. The fact is, most brands do not stand out. 89% go unnoticed and of the 11% that are remembered, only 4% are remembered positively.* Few do what it takes to stand out or have the ambition needed to survive.

Some of the world’s most recognizable companies have learned the harsh lessons of survival of the fittest. From Kodak to Saturn, Blackberry to Panam, Borders to…

Full Punch

Full Punch is a purpose-led, independent creative partnership focused on helping companies make an impact. ⁣⁣ What’s the best that can happen?⁣™

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