How Boots develops strategy based on cultural analysis

Boots, the UK-headquartered health and beauty retailer, used a form of cultural analysis to understand emerging ideas of health to refine its brand.

Boots, the UK-headquartered health and beauty retailer, is a mainstay of the British high street. Founded in 1849, it must live with a set of associations which go deeper than the present moment in culture, but which also hold useful clues as to wher