Is Self Brand Overlap the Secret of Brand Love?

Is Self Brand Overlap the Secret of Brand Love?

For some years now, marketers have grappled with the challenge of how to explain ‘brand love’ – that intangible sense of attachment that makes Coke ‘taste better’ than Pepsi and may even lead us to overlook a product’s shortcomings...
Why Some Ideas Are So Hard to Resist

Why Some Ideas Are So Hard to Resist

I recently read The Evolution of Everything: How Ideas Emerge, by Matt Ridley, and was struck by the following passage: ‘Evolution is far more common and far more influential than most people recognise. It is not confined to genetic systems, but explains the way...
Are marketers just too timid to embrace System1?

Are marketers just too timid to embrace System1?

Are the traditional tools of market research – surveys with explicit, direct questions –still up to the job of measuring brands in the new era? The explosion of new understanding about how the mind works could not have been foreseen by the founders of market research,...
Why unconscious decisions aren’t always best

Why unconscious decisions aren’t always best

At a recent conference a speaker remarked that the best outcome for your brand is that it is chosen without conscious thought. The more I examine this, the more curious a conclusion it appears. Why is it assumed that unconscious processing is better than the conscious...
Mind Over Matter: Why Brands Transcend Products

Mind Over Matter: Why Brands Transcend Products

Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research – segmentation, clustering, modelling etc. – seemed so sophisticated compared with its slightly prosaic subject matter:...
What has the Implicit Mind ever done for us?

What has the Implicit Mind ever done for us?

It seems that implicit is the new black – everybody’s talking about it, at least in the small but feverish world of advertising research. But is it a new idea and how useful is it anyway? The idea of the implicit mind has been around for quite a while...