The Ministry of Common Sense is (almost) here : Jan 2021
Halo Top has led a sea change in the ice cream industry and other ice cream brands are following, desperate for a bite of their profits. Have you tried Halo Top? Chances are, if you’re an American, you’ve seen the low-calorie ice cream at your local supermarket, even if you haven’t tasted it […]
Read MoreToday in the USA it’s not just July 4th, it’s the Fourth of July. Now tell me, as you read those words, what was the first thing that popped into your head? Was it fireworks? The Declaration of Independence? The old Red, White, and Blue? While it’s reasonable any of these could be the first […]
Read MoreEver notice those red soles featured on luxury high heel shoes? I’m sure you have because the name and shoes of Christian Louboutin have been omnipresent recently. Originally invented more or less by mistake as Louboutin’s designer was painting her nails when shaping a shoe, it became the source of inspiration and a signature for his […]
Read MoreDid you correctly guess what “IHOB” stands for? Today, the pancake house chain announced that they’re changing their name to “International House of Burgers” — and the internet flipped. To be fair, it’s only a marketing campaign, and IHOP isn’t changing its name for good. But when the campaign’s social media rollout began last week, […]
Read MoreThanks to my work as a brand consultant, I’m fortunate enough to get to spend time helping giant companies like Disney, LEGO, and Unilever discover the essence of their respective brands. But some of the conversations on this subject I enjoy most are the ones I have at events, offices, and coffee shops around the […]
Read MoreThis article appeared in my newsletter earlier this week. If you’d like to receive similar updates sign up here now. Branding is all about one thing. It’s not about marketing. It’s not about endorsements or celebrities. It’s not about colors or fonts. At its core, branding is about identifying and magnifying differences. There is so much […]
Read MoreYesterday, I spent time with a bunch of American executives running a Fortune 100 company. During our workshop, one executive revealed that every day his inbox would receive 900 or more emails. He wasn’t alone – to my surprise, most in the room were subject to the same painful daily experience. In fact, a friend […]
Read MoreInside The Minds Of Trump And Clinton Voters I first saw how groundbreaking neuroimaging could be in the context of political campaigns before the 2008 campaigns. Still, back then, I had no idea what was on the horizon in the 2016 elections. Yet, as many analysts have said, the election of Donald Trump wasn’t entirely […]
Read MorePrice is important, but no demographic has ever been as invested in a brand’s message. Like it or not, all of us constantly engage in behavior for which we have no logical or clear-cut explanation. This is truer than ever before in our stressed-out, technologically overwired world, where new of terrorist threats, political sabre-rattling, […]
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