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'It was a bit controversial - it's bold', John Kearon on Brainjuicer's rebranding as System1 Group

John Kearon, chief executive of System1 Group (LON:SYS1) explains to Proactive the thinking behind their rebranding.

The group is an integrated insights and creative agency incorporating System1 Research, which was formerly known as BrainJuicer and System1 Agency, their already established creative agency.

''It was a bit controversial ... it's bold'', Kearon says.

''We set out to change market research 16 years ago  and Brainjuicer is the perfect name for squeezing brains and doing market research ... it gave us distinctiveness, quite a bit of fame and notoriety, but it's kind of done its work''.

''The industry has changed and is changing towards what we've been saying for a decade or more which is that people think much less than we think they think''.

 
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January 16 2015

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