Recent Articles

In pursuit of market share and brand longevity, brand owners focus on tracking awareness, consideration, and usage. True sustainable growth, however, depends on understanding what draws consumers to your category, known as Category Entry Points (CEPs).

Hacking the Human Mind is Richard Shotton’s third book. It looks at 17 of the world’s best brands behavioural science secrets.

Consumers now demand authenticity and meaningful stories in advertising, not just diverse faces.