Two Brands that Understood the Difference Between Insight and Observation

Marketers could rightly be accused of beating the dead jargon horse, particularly with the term ‘insight’. According to Nick Foley, genuine marketing insights are more scarce than brands admit, and must be rediscovered.


Like many industries, those of us working within the marketing sector have a certain knack for singling out words that quickly spike in popularity resulting in a proliferation of usage. Occasionally, this can then lead to the incorrect application of a term. ‘Strategy’, ‘platform’, ‘transformation’ and ‘future proofing’ all readily spring to mind as marketing buzz words for 2019, although, another one that seems to be growing in popularity for all the wrong reasons is ‘insight’.



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