Pi-Consulting

Introduction
In the middle years of the 20th Century, the new-fangled science of marketing started out in a world dominated by mass-production. There was a widespread conviction that a good product with a winning commercial proposition would appeal evenly and consistently to a mass-audience.
Those days are gone. Marketers now know that selling products on the basis of a meaningful product superiority is, in most cases, a luxury they will probably never have again. Competing products are no longer sufficiently different from each other. Any brand which establishes a real superiority quickly loses it again to the copycats.
As a result, the competitive struggle has moved to new ground. In most product sectors, brand choice based on consumer perceptions, values and attitudes is all that is left to work with. As the London Financial Times put it, “The real task today is creating demand based on consumer knowledge”.
This brief history looks at the tools and data that have been developed over time to help advertisers, ad agencies and researchers to gain that knowledge and create the demand.

Full size image here