Reading Time: 3 minutes John B. Watson, a key figure in the development of behaviourism, famously said that effective advertising revolved around three basic emotions: love, fear and rage. (Get the backstory on this here). It’s a nice meme. But is it still accurate?
Reading Time: 3 minutes Nir Eyal, author of Hooked, recently suggested that products are becoming increasingly addictive. Three macro-trends are driving that, he told me, and together they are lifting the addictive potential of all sorts of products and services: Companies are now able to collect more data about user behaviours; Interactive technology is more accessible; and The transfer […]
Reading Time: 8 minutes Once, it was easy to build brand trust. You used mass media to establish profile and credibility, you became a “household name” and that was pretty much it. No longer of course. The splintering of channels, new levels of transparency and increasing expectations from customers have made just ‘being’ a trusted brand almost impossible. Trust […]