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Clemmie Prendergast

Brand purpose or community-building?… what we’ve been reading this week at Brand Genetics

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We’ve been reading all about brand purpose and the power of brand communities and a few revealing insights have caught our eye… Brands often get a bad reputation.  As symbols of commercialism many people have negative associations with brands, believing them to embody conformity, mediocrity and the suppression of individuality.  However, we are seeing a brand…

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Plastic-free supermarkets and sustainable Lego…What we’ve been reading this week at Brand Genetics

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This week at Brand Genetics we’ve been reading all about sustainability and a few unorthodox insights have caught our eye… Sustainability has been on the political agenda for a while, but more recently there has been a further raising of consciousness with brands beginning to tackle the causes of climate change by exploring new ways…

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International Women’s Day Brand Backlash… what we’ve been reading this week at Brand Genetics.

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This week at Brand Genetics we’ve been reading all about International Women’s Day. A few unorthodox insights have caught our eye… This month is Women’s History Month, and this past week was host to International Women’s Day (IWD). In celebration, several big brands – including Barbie, McDonalds, and top alcohol brands like BrewDog and Johnnie…

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‘Pro-pot media’, marijuana-infused coffee and cannabis-based cocktails…what we’ve been reading this week at Brand Genetics

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This week at Brand Genetics we’ve been reading all about the cannabis economy and a few unorthodox insights have caught our eye… JWT have produced a comprehensive report on the future of the cannabis economy, exploring the changing nature of marijuana’s cultural value. The North American Marijuana market is booming; making $6.7 billion in revenue in 2016,…

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Forget User Experience… Think Human Experience!

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The average person checks their mobile phone 85 times a day. In the last six months 62 per cent of US smartphone users have bought something on their mobile device. Nomophobia – the fear of being without a smart phone – is a recognisable psychological affliction. However you look at it, mobile phones are playing an increasingly…

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Blockchain, Londoners and the McVegan Burger…what we’ve been reading this week at Brand Genetics.

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This week at Brand Genetics we’ve been reading all about food, health and fitness and a few unorthodox insights caught our eye. This week was big for burger innovation with McDonalds selling 150,000 McVegan burgers since its launch just over a month ago. Currently only available in Sweden and Finland, the McVegan burger was created…

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Artificial Intelligence, Galentine’s and Romantic Shopping…What we’ve been reading this week.

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This week at Brand Genetics we’ve been reading about Valentine’s Day and a few unorthodox insights caught our eye… We started off with this Forbes article, outlining some key consumer spending trends; this year we are spending $19.6 billion during this holiday, with the average American spending $143.56. Interestingly, there is a growing “Anti-Valentine’s Day…

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All Marketing is Darwinian

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Happy 209th Birthday to Charles Darwin! Today we are very excited to be celebrating Darwin Day at Brand Genetics! When we started up in 1996, we launched with one fundamental belief: “All marketing is Darwinian”. We used the principles of evolutionary genetics to guide our approach to innovation. And although much has changed in two…

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