How to use the psychology of ‘us vs. them’ to develop powerful creative brand strategies

In this, our first edition of the Marketing Science Cheat Sheets for brands, we explore how you can use social identity theory to create an ‘Us vs. Them’ brand strategy that will increase message cut-through, brand bonding and social conversations. The Insight  Consumers experience heightened levels of...

Challenger Brand Strategies: 3 of The Top

Challenger Brand Strategies: 3 of The Top If you’re reading this, then the chances are you work for, or are thinking of breakthrough message methods for your own brand. You understand the importance of adopting an anchor strategy to communicate with your chosen audience and market...

The Challengers: Billy Burgess, Global Marketing Manager, Perrier-Jouët

[vc_row][vc_column][vc_column_text] The Challengers: Billy Burgess, Global Marketing Manager, Perrier-Jouët For our first article, we spoke with Billy Burgess, Global Marketing Manager at Perrier-Jouët. Since its establishment in 1811, Perrier-Jouët has been one of France's most distinctive champagne houses, known for its elegant floral champagnes. As Global Marketing Manager,...

The Challengers: Hayley Murgett, Marketing Controller, Kallo

[vc_row][vc_column][vc_column_text] The Challengers: Hayley Murgett, Marketing Controller, Kallo Hayley Murgett is Marketing Controller for Kallo, a Wessanen food brand. Kallo is challenging the “Free From” market by leaning away from medicinal and functional towards a brand that looks amazing, tastes great and operates like any other mainstream...

The Challengers: Ami Blackburn, International Brand Manager, Quorn

[vc_row][vc_column][vc_column_text] The Challengers: Ami Blackburn, International Brand Manager, Quorn Quorn, the company behind the incredibly popular range of meat alternatives, is a business with a vision: to deliver "better protein for you and the planet." By 2050 the world population will reach nine billion people, and to...

The Challengers: Ernest Cheng, Global Content Marketing Manager, ASUS

[vc_row][vc_column][vc_column_text] The Challengers: Ernest Cheng, Global Content Marketing Manager, ASUS When you think about challenger brands, ASUS, the Taiwan-based multinational computer hardware and consumer electronics company, may not be the first to spring to mind. However, a market leader in one area can be a challenger in...

The Challengers: Hugh Thomas, Co-CEO, Ugly Drinks

[vc_row][vc_column][vc_column_text] The Challengers: Hugh Thomas, Co-CEO, Ugly Drinks “In a time of fake news and alternative facts in both politics, popular culture and food and drink marketing, the Ugly Truth stands for transparency and honesty. We are taking on a world of sugary and sweetened carbonated soft...

The Challengers: Alastair Pegg, Marketing Director, Co-operative Bank

[vc_row][vc_column][vc_column_text] The Challengers: Alastair Pegg, Marketing Director, Co-operative Bank Britain’s seventh biggest lender, the Co-operative Bank is an ethical bank. This means it avoids investing in companies associated with the arms trade, fossil fuel extraction, genetic engineering, animal testing and the use of sweatshops. Such a...