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Jelly Baby eBook – Chapter 7 ‘You can’t buy loyalty’

Creating consumer loyalty is something all brands aspire to. Building this is a careful process of measuring the key metrics that define loyalty and then tweaking them over time to improve your brand scores.

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Jelly Baby eBook – Chapter 6 ‘Time waits for no brand’

To stand the test of time, brands need to adapt and evolve constantly. They can only do this by understanding what’s going on around them. What key trends are going to impact business next? What competitors are likely to do in the next year/ five years? Predicting what’s coming next...

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Jelly Baby eBook – Chapter 5 ‘Everyone is different’

Business is about people, about understanding your consumers and potential consumers and acting accordingly to add value. To do this properly businesses need to understand the difference between their consumers. We often hear statements like “Millennials think this…” or “Empty Nesters do that”. These are just short hand and can...

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Jelly Baby eBook – Chapter 4 ‘The path to purchase is changing’

The path to purchase is often short –from ‘I want some sweets’ to ‘there they are’. In 2016 Bassett's launched their ‘Squidgy Intermission’ advert showing a moment of fun with small humans bouncing on large jelly babies like trampolines. They have been faced with many challenges, such as the recent...

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