Mash ups
Helping people share thinking across categories
Brand y enc consist r a (cle ar ing, cle i t i pos onty, clear identi ) vs All choice all men o things t
Could it be time for a n io new definit at h w ? n a of m is the next stereotype?
are n e M ecure ins
Authen t connecicity ts
As norms and roles change (probably in a cyclical way) it would be powerful to celebrate the ‘best’ of the stereotypes – the parts that men hang on to/embrace
Cycle of femininity for males very interesting! And don’t forget the older guys – how do we get through to them?
It p be f ays to oc in w used ho tar you get
How does Lynx co-opt females into male market?
THE TYPICAL MASH CHALLENGE? There’s no such thing... How can we learn more about targeting men by co-creating with industry trend setters?
How can we harness the potential of fragrance to win in personal care?
If we launch in the US what should our positioning be and do we need a new brand?
What impact did dual screening have on people’s experience of the Olympics?
How do we build a global opportunity model that can fit on the back of a napkin?
How do we bring sociability to the heart of my brand architecture?
...but one thing remains the same; the key to the answer probably exists in your business already
Most brands aren’t short of information and knowledge, it just needs to be Most brands aren’t short of information and knowledge, it range just needs to be unleashed. That means pulling out insights from a wide of sources unleashed. That means pulling outmedia, insightsthe from a widecontext) range of and sources (data, (data, reports, people, social cultural colliding reports, people, social media, the cultural context) and colliding them in a creative them in a creative process that moves thinking on to a new place process that moves thinking on to a new place. Call Mash to unlock the power of what Call Mash to unlock theknows power of what your business already
your business already knows
Jonathanw@mash.uk.com | +44 7734 563 541 Conradp@mash.uk.com | +44 7837 077 387
Jonathanw@mash.uk.com +44 7734 563 541 | Conradp@mash.uk.com +44 7837 077 387
Mash Unit 18, Archer Street Studios, 10-11 Archer Street, London W1D 7AZ Jonathan Williams +44 7734 563 541 jonathanw@mash.uk.com Conrad Persons +44 7837 077 387 conradp@mash.uk.com