Jason Fulton

M.I.N.E.(which stands for both a personal possessiveness and for

digging)

Muse bringing company departments together and make them communicate to find out what their purpose is in marketing. Help them in finding the big questions and what they want to discover about consumers and the brand opportunities

Inspiration immerse brand in ethnographic research methods. Moved from a quantitative methods to a qualitative, understanding consumer behaviour and focusing on the “whys”.

Nurture co-creating new ideas with the brand and facilitate their thinking

Express co-produce strategic tools for the brand in order to make the product memorable for the consumer and create an experience for them

Fostering an “Informed Intuition”

“To be informed is to know them.

To be intuitive is to lead them.”

Helping companies extract and believe in their “gut feelings” in order to act on them

General company process (4 steps) briefing product teams; briefing marketing teams; briefing agency partners; consumer experience: advertising events retail digital

this Memento thought about a previous step: 0.1 Insight

Social Listening

Create a real-time social media platform where a brand can find consumer interests and inspiration.

Continuous flow of information from the customer to the brand.

Issues on ethical concerns?

Future Proof: analogue + digital = Insight

Where thisMemento comes in…

ThisMemento begins their insight work before (3 months) the complicated marketing process begins for the company – tries to get ahead of the process in order to get better results

Find the right archetypes for the brand through personal interviews (no database, no CRM, no social media)

Thank you

Marina Cardinali

Giulia Pozzi

Dalma Ricci

Virginia Sgargi