Learning the Psychology of Online Persuasion

Jun 22 2017 Published by neilgains under book review

Webs of Influence is one of the most useful books on psychology you will ever pick up. It’s easy to use format covers swathes of research into the psychology of human behavior and what it means for designing marketing programs and websites that engage with people. The second edition has just been published with more useful content updated to reflect this fast-changing field. Read more »

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Understanding Muslim Beauty: The endless growing opportunity

Apr 25 2017 Published by neilgains under Asia trends

What is the real opportunity for Muslim beauty? Let’s start with the numbers, which are truly impressive, before sharing  some research on what Muslim women want from beauty and the relationship between beauty and Muslim values. Let’s then look at one beauty brand that I think has been successful in capturing these needs and values, before putting Muslim beauty into a broader context of global beauty trends. Read more »

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5 Ways Brand Stories Connect

Mar 31 2017 Published by neilgains under storytelling

We all understand the impact of stories in our lives, and increasingly businesses are taking storytelling more seriously as a skill to develop and nurture (I’ve recently run a Storytelling training program for one such business in China and have another public course running in May). But what is it about story that connects so powerfully with us, and how does the psychology of story mirror the psychology of brand choice? Here are five ways that stories tap into universal human behaviours.

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The esSense of a new insurance brand? (The Importance of Brand esSense #6)

Feb 14 2017 Published by neilgains under brand essense

Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming of the brand which struck an immediate resonance for the category.

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Which Tribe do you belong to?

Dec 27 2016 Published by neilgains under book review

Although Tribe is mostly written about war veterans and the process of coming home from war, it holds some profound lessons for all of us and how we cope with the modern world. The central argument is that recovery is strongly associated with a feeling of belonging to a group, something that war gives soldiers and then takes away from many of them when they return. Read more »

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Joy to the World: The feeling of happiness

Dec 26 2016 Published by neilgains under emotion

If there is an emotion that is most strongly associated with the Christmas and New Year holidays it must surely be Joy. In the text as well as performances of the Christmas carol ‘Joy to the world’, Joy is associated with singing and a very physical and spontaneous sense of well-being. [The carol was written by Isaac Watts, a pastor with a father who was jailed for his non-conformist views, in 1719 and with a famous musical setting written by George Frederick Handel.]

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Will 2017 be a Greener Year?

Dec 12 2016 Published by neilgains under Asia trends

Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.

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The Beauty of Believing in Brand Values

Nov 28 2016 Published by neilgains under brand essense

Reading Generation M recently (review here) made me think long and hard about the relationship between religious or spiritual beliefs and brand values. TapestryWorks’ research on Asian beauty has highlighted the gap between international brands and the aspirations of many Asian women. This gap is nowhere clearer than Indonesia, where many local brands “feel” much more in tune with local culture, a culture which is very strongly informed by Muslim values. Read more »

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The rise of modern Muslim values

Nov 23 2016 Published by neilgains under book review

There has never been a better time to improve our understanding of Islamic traditions and Muslim values. Ignoring the current political climate in the US and elsewhere, the more important and long-term trend to know is the projection by PewResearchCenter that the number of Muslims in the world will increase from 1.6 billion in 2010 to an estimated 2.76 billion in 2050. The book Generation M could not be more timely. Read more »

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A journey of nine emotions

Nov 17 2016 Published by neilgains under emotion

In Emotional Rollercoaster, Claudia Hammond goes on a journey through the science of emotions, exploring nine different emotions on the way. Although harder going and less enjoyable than another book I have recently read and reviewed, this is still full of insights into the science behind emotions as well as anecdotes that illuminate how each emotion fits into our understanding of human behaviour. Let’s take a quick tour of each of the nine. Read more »

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