The Magnum ice cream brand, best known over the world for its popsicles, demerged in 2025 from its parent company Unilever. Unilever actually spins-off its entire multi-brand ice cream division (valued at €15bn), founding thereafter The Magnum Ice Cream Company (TMICC). The move started in July 2025 and was completed by the end of the… Read More
The New Branding of Jaguar in Artful Colours
At the beginning of 2025 the British car company Jaguar Land Rover (JLR) introduced its bold rebranding of Jaguar, famously known for its sports and luxury cars. The rebranding concept presents a turnaround of the brand in the sense that it seems to depart from the way many people have thought of Jaguar (i.e., its… Read More
Making the Environment a Factor in Business and Marketing
The 21st century faces humanity with multiple considerable challenges — economic, social, and environmental. The Corona pandemic added a salient physical challenge, by affecting our health, which is argued to be related also to environmental issues. Climate change is the most burning issue, per se, that receives top attention, and requires action. There is an… Read More
An Applied Adaptation of Visual Metaphor Elicitation
There are themes, experiences and concepts that words cannot capture and express as instinctively and vividly as visual images. Verbal probing, alternately, may not be enough to invoke respectively what goes in the minds of consumers (e.g., thoughts and feelings, beliefs and associations). However, the combination of visual images, especially photographs, with the words of… Read More
Consumer / Shopper / Customer Behaviour 