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In many situations (and markets) there is a choice between A, B or C. Or at least that how you can present it. In the cola market there is Coke, Pepsi or Brand C. In the infamous “war or terror”, there were those who were for , those against and those who weren’t sure. When […]
May 22, 2012
Having a blocked drain is one of those moments when we have to make decisions fast. With Dyna “this”, Dyna “that”, Rod “this” and Rod “that” our choices for whom to call are complicated by the sheer amount of plumbers and drainage “experts” avialable, all offering a near identical service. And so when in this […]
May 21, 2012
May 14, 2012
In the social era, the hallmark of an adaptive brand and business is one that moves quickly from “telling” what it does, through understanding and articulating the value that it creates – to having the confidence to communicate its sense of purpose through an idea. All brands are on this journey and some got there […]
April 20, 2012
Less is more. It’s an old adage that’s never been so relevant. I have been the architect of many brand concepts and my favourites are “Everybody needs a place to think” BBC FOUR, “Do something different” The Barbican, and “Simplify complexity” Data Interconnect. They each have a very different story – but let me tell […]
June 13, 2011
1……… Branding today is about creating communities around ideas that pull 2. Success depends on the ability to initiate experiences that evolve, adapt and are contributed to by consumers for sharing within their networks 3. Behavioural insight is the engine of brand ideas 4. Ideas have to be immediately recognisable for relevance, […]
May 30, 2011
1. (obviously) NUDGE : improving decisions about health, wealth and happiness. Thaler and Sunstein. 2. The Decisive Moment: how the brain makes up its mind. Jonah Lehrer. 3. The Drunkard’s Walk: how randomness rules our lives. Leonard Mlodinow
May 17, 2011
By and large Greek restaurants have the longest menus than any other type of restaurant. Depending on personality type when faced with so many options we might plump for something we are most familiar with or we might reach a state of paralysis and rely on someone else to make a decision for […]
May 17, 2011
So said the CMO of Visa recently. Please come back for my thoughts on this. Meanwhile http://bit.ly/mbx7Rf
May 17, 2011
An abundance of choice can quite often lead to inertia and/or paralysis. And so optimizing choice and helping narrrow the choice have become key tools for businesses and brands today. The now quite famous supermarket jam experiment (see separate post) conducted by academics from Stamford and Columbia Universities kicked off the thinking that consumer decison behaviour […]
May 17, 2011
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