The overlooked insight that drives smarter brand moves
The most dangerous assumption in marketing today is thinking you know your brand’s position without knowing the playing field.
As we approach the end of the year, many marketers are reviewing performance and planning for the next. But in a shifting market, staying still is moving backwards. That is exactly what many brands do when they build strategies in isolation. You know your growth goals. You track your media. You measure campaign lift. Still, results stagnate.
Not because you are doing things wrong. But because you are not seeing what is really happening around you. The problem is not lack of ambition. It is lack of clarity.
You can’t prioritise what you can’t see
– What is driving category demand right now?
– Where are your competitors over-investing or underperforming?
– Which audience segments are emerging, evolving or up for grabs?
Most marketers cannot answer those questions with confidence. And without that, you cannot prioritise. You cannot position. You cannot grow with purpose.
You need more than your own data
At Nepa, we see this challenge every day. Many brands have the data, but not the actionable clarity to know where to focus. Our experience shows that growth isn’t just about tracking your own brand – it’s about understanding the wider market context and how your brand fits within it.
By combining Category Insight and Brand Touch, they get a dual lens.
One that offers a market-wide view of consumer behaviour, category dynamics and competitive positioning. And a deep understanding of how their own brand is perceived, both emotionally and functionally.
From tracking to direction
This is where we see a shift. Brand health tracking used to be about monitoring. Now it is about direction and decision-making.
Category Insight helps you spot what is changing in your market and what that means for you.
Brand Touch helps you understand how you are seen and how that perception shapes outcomes.
Together, they show you where your brand can win.
And crucially, we help you prioritise which insights to act on so you can move from data to real business impact, faster.
If you are not growing, it is not always because your message is wrong. It might just be aimed at the wrong moment, the wrong segment, or misaligned with what your brand actually stands for.
The opportunity is already out there. The challenge is seeing it.
Insight that leads to impact
In a recent Nepa project for a leading FMCG brand, combining Category Insight and Brand Touch enabled the client to identify and reach an untapped consumer segment. By tailoring their messaging, they increased penetration by 9% and grew market share by 3 percentage points in one year.
At Nepa, we help brands go from insight to impact. Faster.
If you are looking to grow in 2026, start by understanding the game you are playing.
Know your position. Know the field. Then move with confidence.
Published on: 2ND DEC 2025