How brands can use visual metaphors to influence consumer attitudes and enhance purchase intentions

In this month’s Marketing Science Cheat Sheet for brands we explore how consumers attitudes and purchases intentions are influenced by the use of visual metaphors in brands communications. The Insight Consumer attitudes and purchases intentions are enhanced more by the use of visual metaphor-based advertisements than non-metaphor...

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...

The Challengers: Kerstin Robinson, Co-founder, Nix & Kix

[vc_row][vc_column][vc_column_text] The Challengers: Kerstin Robinson, Co-founder, Nix & Kix Kerstin Robinson left a career in finance to set up Nix & Kix, an award-winning drinks manufacturer challenging the non-alcoholic drinks market by adding a splash of spice for a kick of happiness. Together with business partner Julia...

The Challengers: Nick Darken, Chief of Brand, Farmdrop

The Challengers: Nick Darken, Chief of Brand, Farmdrop Nick Darken is Chief of Brand at Farmdrop, the grocery challenger brand here to fix the food chain. It’s all about sustainability, and the farmers get the majority of the retail price too, helping Farmdrop distance itself from...

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,...