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Richard Brown

Richard Brown

Closer To Brands

Owner

22 Nottingham Road, Wandsworth Common, London, SW17 7EA

www.closertobrands.co.uk

Contact: Richard Brown

Company description

Closer to Brands believes that the closer you are to people's needs, the closer they'll be to your brand. Through a combination of qualitative research and workshop facilitation, we help brand owners understand what people's needs really are. Then we help them work out how best to make their brands satisfy those needs.

About the expert

I set up Closer to Brands in 2005 after working in advertising, design, research and brand consultancy. The idea was to help clients take a consumer need-led approach to their brand issues, whatever those issues were. I felt we had a particular skill in being able to understand and explain people's motivations when buying brands. We also wanted to work together with clients to solve their brand issues, rather than try to solve those issues for them.

To date our clients have been predominantly in the food industry and food marketing continues to be a huge area of interest for us. But we have also worked for companies in a variety of other areas, like retailing, healthcare, information searching and cleaning. We're as happy working with small brands as large ones and welcome the challenge of a project where both time and money are limited.

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Articles by this expert, by highest rating

  • Understanding your customers' real needs

    Building a brand is about building a relationship with your customers. For this relationship to be long-lasting, it has to be based on something meaningful. That comes when a brand satisfies a real need, either better or in a different way to any other brand available…

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  • How to research on a budget

    To be successful in business you need to do your research. And these days there is a huge research industry to help you do this, in a host of different ways. The catch is the cost. A budget for even a small-scale piece of research would generally be over £10k and it can be much more. You might feel this puts research out of the reach of your business. But certainly in the case of qualitative research (smaller sample, greater depth) there are ways of doing research for much less but still with very good results…

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