The Knowledge Centre

Building a mental picture of a brand

We still need big ideas in the age of personalisation

The greatest science fiction films all share a common, scary ability to accurately predict consumer behaviour and marketing trends. In…

More doing, less describing

What brands can learn from actors.  In a nutshell There are underlying and systemic issues with how we are approaching building…

Why brand advertising is losing its mojo

A few nights back, my partner and I decided we needed to take the family on holiday to Fiji. In a nutshell Brands have far lower…

Mercury's purpose pays

There's been talk recently of short-termism acting to the long term detriment of brands. In a nutshell Purpose is the basis for any…

When brands breach the fourth wall

There is a new set of rules when brands breach the fourth wall on social media. Key takeouts Brands using social media to convey…