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What language should Marketers speak?

I just read a great article on why marketers should learn the shared language of their organisation. The article is in Marketing Week and quotes two of my favourite Marketing commentators, Helen Edwards and Mark…

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Using psychology to predict consumer trends

Consumers are fickle they change their minds, a lot. Yesterday I wanted coffee mid-morning, today I had tea. It’s not logical, I cannot tell you a reason why, other than that was what I wanted….

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What you didn’t know about psychology, emotions and consumer experience.

Most people don’t know that Alfred Hitchcock wrote two scripts for the film “The Birds”. The “blue script” detailed the shots and the lighting and included everything he wanted the audience to see, whereas the…

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What’s the point of emotional product profiling?

There is nothing new about understanding the emotional impact your brand has on consumers and targeting advertising and other communication to appeal to consumers’ emotions. But how much do you really understand the emotional impact…

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How to differentiate your brand and stand out in a crowd

After much research and development work you have the best snack bar/sports drink/ potato chips out there. You know that it has the ideal balanced flavour, texture, nutrients of any in your category. The problem…

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