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?
Category Archive: Marketing
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?
