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Jonathan Hall
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Jonathan joined the Added Value Group in 2005 to work on global clients and moved to head up Added Value France in January 2008. In 2011, he crossed the pond to take the helm at Added Value, before moving to New York to become President of Consulting.

He has spent his entire career in brand strategy and innovation, helping to build brands for products, services, companies and places around the world.

His industry experience ranges from multi-national packaged goods, financial services, automotive, technology, pharma and utilities groups through to leisure players, retailers and luxury businesses as well as government departments, universities and charity organizations.

Jonathan has worked extensively with GSK within Oral Care, specifically on the Aquafresh and Sensodyne brands.

He heads up Consulting across North America, having been responsible for thought leadership across the Group in both the Brand Positioning and Innovation offer pillars. He jointly developed our Controlled Chaos offer, and has a specific interest in digital insight and innovation, having led the development of the AV-id qualitative platform and AV Lab –- our innovation platform.

Jonathan is a long-standing member of the editorial board of the International Journal of Brand Management and an Oxford University graduate.

Entries by Jonathan Hall

Connecting with Culture

(0) Comments | Posted January 28, 2016 | 7:43 PM

It is becoming ever clearer that people don't fundamentally care about brands. They are so peripheral to people's lives that only around 5 percent of brands would be truly missed if they were to vanish tomorrow (Meaningful Brands, Havas). Instead people, of course, care about the things in...

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Top 5 Tips for Luxury Brands to Connect With Consumers

(1) Comments | Posted August 3, 2015 | 8:40 PM

Luxury has never been shaken to its foundations as it has in the past five years. With the advent of new players, the emergence of new centers of consumption and creation, and the onward march of technology - the concept of Luxury is being re-defined.

1. Entry level luxury

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Cultural Vibrancy: The New Essential Partner for Growth

(0) Comments | Posted June 26, 2015 | 10:25 AM

Technology has become a catalyst for change. We connect differently, we share more freely, our eyes are open to the world in a way they never could be before and 1.8 billion millennials are collectively defining their future, our future, across geographies and across culture. Today people have the power...

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New Era Challenges to Growth

(1) Comments | Posted June 1, 2015 | 2:12 PM

Challenges to growth are nothing new. But these challenges are now changing with shifts in culture. We have now entered a "post-ownership age," with rapidly changing consumer behaviors and attitudes. Consumers' perception of needs have transformed as the burden of ownership has developed in response to the recession. People see...

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The Feminine Plural

(0) Comments | Posted April 30, 2015 | 8:59 AM

Today's women have little in common with the figure of the typical housewife who dominated the 80s. Yet, marketers seem to be struggling to adapt their discourse to these changes and translate this evolution into relevant and engaging communication that really speaks to women.

In fact, what really matters...

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6 Current Cultural Themes -- What We Learned From Sunday Night's Oscars

(0) Comments | Posted February 25, 2015 | 11:33 AM

We love to watch and read things that -- no matter when and where they are set -- somehow comment upon and reflect back to us our own time and place. Here are a few observations on current shifts in our cultural zeitgeist -- and how they found a reflection...

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From Static to Mobilized

(0) Comments | Posted February 18, 2015 | 4:28 PM

Just like electricity, mobile technology is a constant in people's lives, moving beyond first screen to omni-screen. It's something we just can't do without. It goes with us everywhere: our watch, our wake-up call, our personal organizer, our to do list, our satellite navigation, our oracle. It's the first thing...

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From Uniform & Impersonal to Personalized and Targeted

(0) Comments | Posted February 9, 2015 | 2:17 PM

In recent times many businesses have been forced to prioritize their commercial agenda above all else. One of the effects of this reductive focus on efficiency is the streamlining of consumer experiences and communications: the danger is that brand and marketing initiatives become less specific and therefore less relevant to...

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From Continuity to Disruption

(0) Comments | Posted January 26, 2015 | 11:07 AM

Brands have long stood for consistency......a dependable consumer experience driven by a business model that draws efficiency from repetition, streamlining and mass production.

Yet things have changed. New technologies have spawned new possibilities and as many new business models.

In many cases, this makes the old ways irrelevant, and causes...

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Why the Golden Globes Might Be a Crystal Ball

(0) Comments | Posted January 14, 2015 | 4:10 PM

While the Golden Globes aren't normally famous for predicting Oscar wins, a look at Sunday's successes suggests they may in fact be a bellwether for something rather more profound.

If we accept that the award winners function -- at least in part -- as indicators of issues society currently has...

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From Linear to Multiple

(0) Comments | Posted January 6, 2015 | 1:19 PM

Today's consumer has a T-shaped attention span.

This means scanning broadly and quickly over the content available and diving deep when they find something of particular interest to them. Implication: brands can no longer dictate the way in which consumers interact with their content. The notion of a linear customer...

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From Products to Experience Ecosystems

(0) Comments | Posted December 17, 2014 | 12:17 PM

Brands and consumers are demanding more of each other. But if you want your brand to get more from consumers, you need to give more. You need to provide things of real value and relevance. As touchpoints fragment and competition proliferates, the brands creating the most impact make every interaction...

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Navigating the Changing Marketing Landscape

(0) Comments | Posted November 21, 2014 | 3:59 PM

Trying to find your way round the new marketing landscape?

It's a fair bet there's no-one left in marketing today who isn't constantly reminded how fast our industry landscape is changing - it's a jungle out there. So, how do you navigate this uncharted territory - and determine what this...

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10 Things to Watch From the U.S. Open

(0) Comments | Posted September 5, 2014 | 5:56 PM

The U.S. Open is the largest annually-attended sporting event, with 700,000 people attending, and millions watching worldwide: a great brand-building opportunity. What are the 10 key things to watch from this year's event?

1. Some brands still think of communication as transmission

Really? Yes. Just take a look at the...

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Top 5 Ways Brands Can Shape the DIY Phenomenon

(2) Comments | Posted August 7, 2014 | 3:59 PM

From the big global players to the emerging online brands, everyone wants in on the DIY phenomenon. But it's the brands that go beyond product customization to embrace the creativity of the world around them in the most relevant ways that will win.

1. Drive culture
Last...

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Does Brazil Matter for Brand Owners?

(0) Comments | Posted June 9, 2014 | 1:33 PM

Brazil. Home to Carnival, Samba and Havaianas. The proud host of this year's soccer World Cup and the Olympics in 2016. But also laboring against a perception of violence, corruption and poor education & healthcare. Are we sure Brazil matters for brand owners?

The short answer is yes. The...

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Top 10 Learnings from Designs of the Year 2014

(0) Comments | Posted April 14, 2014 | 12:00 PM

The Designs of the Year awards and exhibition at London's Design Museum offers plenty of food for thought for marketers.

1. The mobility revolution
Automotive manufacturers continue to push the boundaries of what's possible: VW's XL1 concept car combines a turbo-diesel engine with an electric motor to deliver 100km...

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Top 10 Trends to Emerge from SXSW 2014

(0) Comments | Posted March 17, 2014 | 3:55 PM

As a marketing man, here's what struck me as ten trends to watch from SXSW.

1. Privacy

The biggest headlines didn't go to the hottest start up or the next big thing in product or communications, though Samsung was everywhere. They went to Privacy. SXSW secured landmark sessions with not...

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