The Spectre of Blending Signs

Nov 09 2015 Published by neilgains under semiotics

I really enjoyed Spectre, the latest Bond outing. In particular, the film is full of references to other (Bond) movies. Apart from the fact that Spectre weaves together strands from all three of Daniel Craig’s previous outings, I noticed quiet specific references to several earlier Bond films, including From Russia With Love, You Only Live Twice, On Her Majesty’s Secret Service (via Inception) and The Spy Who Loved Me. And those are only the ones that I remember (I wasn’t taking notes in the cinema).

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Let The Hands Speak

Oct 26 2015 Published by neilgains under brain science

“Language is inseparable from imagery” argues David McNeill (quoting from Antonio Damasio) in his revealing book on the relationship between gesture and language. Moreover, gestures actually help us to think and to speak and to articulate our feelings and thinking. Read more »

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Market Research and the Loyalty Myth

Sep 28 2015 Published by neilgains under market research

Is customer loyalty a myth? While loyalty research and customer relationship management have grown, clear evidence that customer loyalty drives commercial success is difficult to find. And as the world and businesses become more short-term in their thinking, is it time to reevaluate the reality of “loyalty”?

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How to CHIME with System 1

Sep 07 2015 Published by neilgains under behavioural economics

Daniel Kahneman’s version of the division of the brain is gradually replacing the models, although it shares much in common with the older view of the “triune” brain. In the triune model there area three parts, the reptilian brain (home of the basic functions like homeostasis, breathing, feeding, sex), the mammalian brain (home of the emotions) and the neocortex (home of memory, higher level sensory processing and self-reflection and rational thinking).Daniel Kahneman’s System 1 is closest to a combination of reptilian and mammalian brains (survival and emotion) although it also incorporates some higher level sensory processing too. Read more »

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Celebrity Matching: Female celebrities and Muslim beauty

Aug 30 2015 Published by neilgains under Asia trends

As part of our work on Muslim beauty, TapestryWorks, ABN Impact and Zest Research Consultancy also looked at perceptions of local female celebrities using picture sets of around 30 celebrities in both Indonesia and Malaysia.

Figure 1 - Indonesia celebrity images

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Bah Humbug! What is advertising really about?

Aug 18 2015 Published by neilgains under book review

In The Anatomy of HumbugT, Paul Feldwick provides a clear and interesting overview of the history of advertising and the different theories of how and why advertising works (and doesn’t), from the “Salesmanship” theory of advertising of the early years of the industry (mostly associated with more rational models of decision making) to the “Seduction” theory of the early motivational researchers and more lately of neuromarketing, which inform the central discussion of this fascinating book.

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The Feeling of Muslim Beauty: Is the beauty myth universal or do local truths prevail?

Jul 30 2015 Published by neilgains under Asia trends

The beauty every woman desires?

Much has been written about the rise of hijabers and the modernization of Muslim values. Many such perspectives interpret cultural changes through the lens of Western values, so what is the truth about modern Muslim women in South East Asia and what they feel about beauty? Read more »

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What’s in a Metaphor? Using images to decode culture

Jul 21 2015 Published by neilgains under semiotics

TapestryWorks recently conducted some fascinating research into the meaning of beauty for Muslim women in Indonesia and Malaysia.  The self-funded project looked at the key emotional goals relating to beauty, using our StoryWorks framework and Visual Think Cards, perceptions of local female celebrities in relation to beauty, and an emotional and cultural analysis of how brands are talking about beauty in both markets.

We will be sharing the results with clients and publishing some of the key highlights soon, but one of the major findings is that many local brands are far ahead of global brands in catching the local zeitgeist and communicating messages that resonate with local cultural norms.

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The Importance of Brand esSense: is Vaseline implicitly messing it up?

Jul 09 2015 Published by neilgains under archetypes

In Brand esSense I use many examples of brands that have been successful in finding and articulating a clear and consistent emotional positioning, including at least one Unilever brand. Having just finished fieldwork on a project to understand the meaning of beauty to Muslims in Indonesia and Malaysia, I am in the process of writing up our findings on how beauty really feels and they are fascinating. As part of writing up, I have been spending time looking at beauty advertising in the two markets to understand how different brands are currently talking about beauty.

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Framing Prices for SNAPP Decisions

Jun 22 2015 Published by neilgains under behavioural economics

In my last post on the psychology of money, I looked at pricing through the lens of the SNAPP behaviour framework. I left out many examples due to time and space, especially under the theme of PATTERNS, where there are many well known examples of Framing and Priming of behaviour. In this article I will focus on some more examples of the importance of PATTERNS in human decision-making, especially in how the brain interprets pricing and value. Read more »

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