The Middle Kingdom The Middle Kingdom: Collectivism in China

Welcome to the Middle Kindom The Chinese name of China is 中国  (pronounced ‘zhong guo’) which translates literally to ‘Middle Kingdom’. This dates back to ~1000BC when the Chinese were in...

17th March 2023   |   3 minute read

Champions amidst crisis: how do consumers respond to economic pressures Champions amidst crisis: 10 ways consumers respond to economic pressures – and what brands should do about it

Rising costs, change and eroding consumer confidence. It’s not easy out there! The global pandemic rattled the world, and the economic aftermath continues to batter consumers. Combined with a yea...

3rd March 2023   |   3 minute read

Sports Fan Motivations Winning with fans: How brands can harness the power of sports fan motivations

Over 1.1 billion people watched the last Fifa World Cup Final. Far eclipsing the 206 million daily twitter users or 530 million who watched man's first step on the moon. This creates a significant ch...

17th February 2023   |   3 minute read

Speed Summaries

Speed Summary: Engaged – Designing for Behavior Change

Engaged: Designing for Behavior ChangeAuthor: Amy BucherPublisher: Rosenfeld MediaPublication: 2020 What's the secret to innovation success? Design for people's future self. People will spend ...

26th July 2022   |   3 minute read

Trust in the age of mistrust Breaching the void: Trust in the age of mistrust

Advertising without trust is just noise. Innovation without trust is obsolete. A brand without trust is just a commodity. Yet we find ourselves on a trust tightrope, a dangerous place for a bran...

22nd June 2022   |   3 minute read

Speed Summaries

Speed Summary: World Happiness Report 2022

World Happiness Report 2022Author: John F. Helliwell, Richard Layard, Jeffrey D. Sachs, Jan-Emmanuel De Neve, Lara B. Aknin, and Shun WangPublisher: UN Sustainable Development Solutions NetworkPu...

8th April 2022   |   3 minute read

News

Bold, Brave and Behavioral Science Champion: the Human Face behind Brand Genetics North America

A good apple lands back in The Big Apple, as we open our doors to a new era and a permanent home in North America. The office will be led by Liz Thompson - Neuroscience graduate from Duke University, ...

25th February 2022   |   3 minute read

The hidden motives that drive consumer behaviour How to unlock brand growth using the hidden motives that drive consumer behaviour


Motivation is the drive that moves people to act. For brands, this means no motivation, no growth because no one buys. No matter how many needs we address, hopes we appeal to, or incentives and benefi...

18th January 2022   |   3 minute read

Speed Summaries

Must-Read Books for Brand Leaders

Welcome to 2022! As we enter the new year, many are focusing on new goals and ambitions for themselves, their brands, and their businesses. To help you get into your stride, it felt like an appr...

5th January 2022   |   3 minute read

The Laws of Human Nature It’s time to upgrade your innovations with the JTBD framework

Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we are here to help! Yet, too often innovators find themselves detached from the consumer re...

27th September 2021   |   3 minute read

Marketing Sustainability Marketing A Difference: A Brand Owner’s Guide To Motivating Sustainable Choices

  Encouraging buyers to put the planet first and make more sustainable choices has never been more important - yet often marketers struggle to channel good intentions into sustainable actions. ...

21st April 2021   |   3 minute read

Speed Summaries

Speed Summary: World Happiness Report 2021

World Happiness Report 2021Author: John F. Helliwell, Richard Layard, Jeffrey D. Sachs, Jan-Emmanuel De Neve, Lara B. Aknin, and Shun WangPublisher: UN Sustainable Development Solutions NetworkPu...

31st March 2021   |   3 minute read