what we do

We've worked right at the coalface with many iconic brands, so we understand the difference between theory and practice when it comes to insight. We are about practical application, not just clever reportage. We understand what works and the brand intelligence we sniff out aims to provide a clear strategic direction, and an effective brand springboard for your business.

Our offer therefore spans three areas of expertise for you to draw on.

1. audience & cultural insight

Discovering 80% women don't know their skin type

Discovering 80% women don't know their skin type

A great creative boss once described insights as ‘the obvious hiding in plain sight, waiting to be discovered’. At Salt of the Earth, we love to hunt for those big obvious insights. The nascent trends and gaps in any given market; what’s coming up and where your brand can look to play. Human beings are our passion. We’ll get to the bottom of what makes them tick to define your brand’s unique opportunity among any given cultural audience.

2. big brand
thinking

Using cult inspiration for a new 55+ deodorant

Using cult inspiration for a new 55+ deodorant

This is our passion. We work to balance your big data with colourful qualitative insight when it comes to brand positioning. Using techniques from segmentation to semiotics to behavioural psychology, we will find your brand’s edge; the sweet spot where culture and market dynamics meet and where it is set for success. Brand positioning, masterbrand architecture and NPD are our skillset. We are used to dealing with all levels of complexity.

3. marketing communications strategy

Let’s Colour for Dulux: 10 years Superbrand status

Let’s Colour for Dulux: 10 years Superbrand status

Advertising and integrated communications are our heartland. We’ve planned the creative, and comms, strategies for many Blue Chip companies and their brands. And have simply loved doing it. From cars to supermarkets, TV channels to paint companies, government to beer. The power of what’s possible in marcomms is never-ending, and ours is a commitment to both outstanding creativity and effectiveness.