Understanding cultural meaning to strengthen brands

Understanding cultural meaning to strengthen brands

Branded companies are looking beyond traditional methods in marketing to make sure their products are clearly and quickly understood and have maximum stand-out in a crowded marketplace.  The CEO of Sign Salad, Dr. Alex Gordon, has helped companies conduct such...
Building brand emotion

Building brand emotion

Brands rest in our hearts and minds. Familiar products are instantly recognisable and understood, triggered in our brains by heuristics (signals or shortcuts) that summon up past experiences and knowledge to guide our choices and purchasing. The favoured ones earn our...
The value of brands

The value of brands

That brands are valuable is not a universally-held truth. Some consider them smoke and mirrors to sustain high prices, catalysts for unnecessary consumption or vehicles of cultural homogenisation. Others think and act differently, particularly if specific brands...