Emocracy, Smiley Faces and Why Brands Always Win

Emocracy, Smiley Faces and Why Brands Always Win

Do we live in a democracy? Not according to Niall Ferguson: ‘We live in an “emocracy”, where emotions rule… and feelings matter more than reason’. He’s talking about a political landscape inflamed by populism and fake news, but it...
What if Brexit was a brand?

What if Brexit was a brand?

Last night I watched C4’s dramatisation of the 2016 EU referendum campaign – Brexit: The Uncivil War- and was struck by the Leave side’s almost implacable belief in the rightness of their cause. Not just in its moral superiority, but in its logic; in its...
Beware the Neuromaniacs!

Beware the Neuromaniacs!

Have you been to a research conference recently? If you have you may well have heard a pitch along the following lines “More has been learned about the brain in the last 10 years than in the previous thousand. Neuroscience proves that our brains are in control...
System 1 or System 2? The Answer: Mind Modelling!

System 1 or System 2? The Answer: Mind Modelling!

Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand...