Putting on the Brakes: The Feeling of Fear

Feb 27 2017 Published by neilgains under emotion

If you read the newspapers or switch on the nightly news, you might conclude that there is a lot to be afraid of over the coming year, in keeping with 2016. Fear is primal and one of the most fundamental of human emotions. Charles Darwin believed that the emotion of fear went back to the origins of all species, writing, “we may confidently believe … Fear was expressed from an extremely remote period in almost the same manner as it is now by man”. Read more »

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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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Is Donald Trump a branding guru that market research should follow?

Feb 03 2017 Published by neilgains under brand essense

Perhaps the most important thing that Donald Trump has shown us all is the importance of being different and distinctive from your competitors. In a recent article on hbr.org, Roger Martin argues that Trump didn’t win because of a bad Clinton strategy, celebrity obsession or Russian hackers (although they may have contributed). Donald Trump won because people wanted change and he “positioned” his brand as the change and anti-establishment candidate. Read more »

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The Arrival of Emojis

Jan 18 2017 Published by neilgains under emotion

In Arrival, Louise Banks (played by Amy Adams) asks to meet and interact face-to-face with the aliens who have landed on Planet Earth and has to use visual communication to more quickly and effectively learn their language. Similarly, studies of human communication have shown that non-verbal signals account for a significant proportion of that communication making it more effective and memorable. 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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Marketing to Consumers’ Instincts

Dec 14 2016 Published by neilgains under book review

There are now many books about the application of behavioural science to branding and marketing (including Brand esSense). The Business Of Choice by Matthew Willcox is a recent edition is one of the more readable ones, summarising many of the core ideas of behavioural economics in a very business-focused and reader-friendly way. Uniquely, the coverage extends to thinking about the role of human nature and culture in shaping consumers’ decision-making.

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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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Trumping Certainty and Reason: What can market research learn from the US election?

Nov 11 2016 Published by neilgains under market research

The final result is in and already the vultures are circling over the record of the pollsters in the US election. Is this another nail in the coffin of opinion polls, another Brexit moment or something more profound? I believe there are three important lessons for market researchers and one more profound lesson for everyone.

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