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...

Generation Z Consumers – The Facts

Generation Z Consumers – The Facts While Millennials are well researched and now, seemingly old news, what do we really know about Generation Z, as consumers? The post Millennial teenagers to young adults (13 to 17), are a pivotal force to be reckoned with in terms...

Why Do People Share Content Online?

Why do people share content online? Within minutes, Professor Robert Kelly’s live BBC interview on the impeachment of South Korean president Park Geun-hye went viral. Why? Because his two young children hilariously gatecrashed it. With more than 87 million views on Facebook alone, his family have...