The State of Brand Insights

The popular imagination may see brands as emerging completely formed from the mysterious well of genius, as with Apple and the now nearly dei ed Steve Jobs. As a professional practice, however, branding requires a more concrete and reliable foundation upon which to build — it takes insight.This month, the Roundtable turns to four experts in developing the insights that inform meaningful, relevant, successful brands:

Nigel Hollis, Chief Global Analyst at Millward Brown

Seamus O’Farrell, Director of Strategy & Planning at BrainJuicer

Robert Passikoff, Founder and President, BrandKeys

Niels Schillewaert, Managing Partner and Co-Founder, InSites Consulting