Ubantu is the philosophy that ‘I am what I am because of what we all are’

Beyond loving the idea, we should harness this thinking in how we talk about brands in research and how we develop brands in the future.

So a great question in a group would be: “Think of all the people who, like you, eat/ drive/ drink/ use/ this brand and imagine yourself all together…what is it that you all share about the brand?”

A nice way to crystalize what and who your brand is for or could or should be…