Business Meets Emotion Through Memory “There’s no WAY I did or said any of those things,” I interrupted my sister. She had been calmly telling me about something horrible I’d done to her, growing up. She had no reason to … Continue reading Shaping emotions
Steering digital messaging with behavioral science insights The conjoined worlds of business and market research are constantly in flux. Changing media technologies demand new marketing strategies and adaptive research methodologies. Evolution is also driven by the dynamism of consumer needs … Continue reading Make it visceral
Unlikely Liking: Dogs and Vodka Here’s an strange pairing: vodka and dogs. But, those two things are exactly what Austin-based Tito’s Vodka connects with its Vodka for Dog People campaign. Not only is this an amusing strategy, it’s also a … Continue reading Connections
How Car Companies Decide You’ll Ride a Mustang or Catch a Tiguan When Volkswagen developed a smallish S.U.V. to meet the segment’s growing demand, it faced a challenge: The truck had no name. A car’s name is crucial — it … Continue reading The car name is…
Untrustworthy memories make it hard to shop ethically Imagine a shopper, Sarah, who is concerned about child labor and knows about groups like the Fair Wear Foundation that certify which brands sell ethically produced clothing. Hours after learning that fashion … Continue reading What are your ethical brands?
Predicting success in startup consumer brands Nearly three years ago, Saar Gur and I wrote about how early-stage consumer product companies were overlooked by venture capitalists, but had the potential to create breakout success. At the time, VCs largely shrugged … Continue reading Which brands will be successful?
‘The Moneyball of Sports Sponsorship’: How behavioural economics could help both brands and teams find better value Having popularised the term Moneyball with his book on Billy Beane’s pioneering use of baseball statistics at the Oakland Athletics, author Michael Lewis … Continue reading Spot biases in sports