Which matters more, the marketing or the customer?

Fifty years ago the emphasis was firmly on the marketing. Campaigns were flung out at vast groups of indistinct consumers with the aim of directly influencing their behaviour.

Half a century later things could not be more different. Marketers now closely examine the needs and passions of individuals as a basis for delivering a brand experience in tune with their lives. This shift has created an urgent need to 'comprehend the consumer'. And the only way to achieve this is to draw on insights delivered through market research.

Based on a unique 'spectrum of needs' for understanding how people interact with brands - what they want from them, how they judge them and ultimately what makes them buy them - Brands Laid Bare uncovers the truth beneath the marketing rhetoric.

Kevin Ford provides a practical checklist for accurately assessing your brand's health and a template for comparison of brands across categories, delivering an unprecedented level of understanding for market researchers and advertisers alike.