COVID has led consumers to question the values reflected by their behaviour. This has resulted in many who are keen to change their lives. But what role do brands have in helping to meet their goals and enact purposeful behaviours?
Category Archive: Marketing
Many companies aim to be their consumers best loved brand. But do we really know what love is and even if this is what brands should be aiming for?
Will Davies sets out the way in which facts have been discredited and how emotion, specifically resentment have become a guide for navigating the world. Davies applies this to politics, but can we also use this to understand how this is changing the landscape for brands?
There often seems a gap between good intentions and actual behaviour when it comes to sustainability. We explore what is underpinning this and what can be done to close the gap.
Emmanuel Probst, author of Brand Hacks – How to Build Brands by Fulfilling the Human Quest for Meaning, suggests consumers are on a quest to find a simple, but essential thing: meaning. To grow and foster loyalty, brands must help consumers fulfill these meanings.
We tend to prefer things that are natural whether it is food, the environment or medicines. But what do we mean by natural and how can we better understand the important perception.
The carbonated soft drinks market is struggling to find its way in an era of sugar-free. Behavioural science can offer possible solutions.
Authenticity is a huge issue for food and beverage brands. But do we really know what we mean by this?
Guide to the key ways psychology can be deployed to generate trust for brands
Rather than new theories, we need better frameworks to map different perspectives on human behaviour
Guide to the key ways psychology can be deployed to generate trust for brands
Guide to the key ways psychology can be deployed to generate trust for brands
Guide to the key ways psychology can be deployed to generate trust for brands
Trust in food manufacturing is declining as consumers expectations are reshaped by the digital economy
We use the term a lot but what does it actually mean? And how can brands build trust?
This paper is designed to outline the current state of system 1 – how it is understood and […]
How can brands use technology to build trust? Because it is very easy to get this most sensitive of issues wrong.
The digital economy is set to disrupt fuel retailing. How market research and behavioural science will be key to success.
Technology not only creates new business models and channels but influences the way consumers make decisions. Understanding this is increasingly important for marketers.
On a cold February morning in 2011, the new CEO of Nokia, Stephen Elop’s issued a memo to […]
Why has behavioural science moved up the agenda so rapidly? There is a strong case to be made that it represents a structural change in the market.
We are more influenced by the others than we think. But just how do we measure this?
Consumers are becoming more impatient. We explore what this means for marketers and advertisers.
Marketers are using intimate details of consumers so that advertising can be precisely targeted. But does this have long term dangers for brands?
Technology is revolutionising the way in which we engage with brands. New eco-systems are driving the need for a rethink of marketing principles.
Jobs to be done is taking the research world by storm. But does it actually offer anything new?
