The TV ads show people listening to a flow of advice coming from their inner organs and ignoring it, with embarrassing results. The idea is that by paying attention to your innards you can monitor your state of health. And once you've listened to your gut you will want to do the right thing, which is downing a fermented dairy drink from Japan. It is interesting that in the US Yakult opted for a more mealy-mouthed tagline: 'Love your insides.' We are made of sterner stuff. The slogan flirts with bad taste - no one wants a gut that actually makes noises - but it's specific to the product and appeals strongly to the 'worried well' Yakult is targeting.
Alastair Scott assumed he understood his employees, until an acquisition threw up some surprises.
Radical transparency and peer pressure can have a moderating effect, argues author Aaron Dignan.
FITCH global CEO David Blair spent five years in India - and he was impressed.
Brand loyalty won't save traditional business models from the rise of disruptive 'direct to consumer' brands, says consultant Alan Treadgold.
The EU's lifeline is no mercy for the PM and makes a long delay more likely, says our undercover corporate lobbyist.
It's smart to adapt your style to different countries, but some things are true everywhere, says MullenLowe Group UK CEO Jeremy Hine.