Blog Posts

Ever heard of illusory truth? Wikipedia explains it as a tendency to believe false information as correct after repeated exposure. With marketer after marketer making the point of consumer attention span being less than the memory of a goldfish, some of us may be forgiven for believing this ‘research-led insight’ as gospel truth. But truth.....

What brands are doing right now  Brands resort to all sorts of tactics to make sure they are heard and seen (and in some cases, experienced). Basically, they make sure that every little detail of their products, services, and history is available for users to consume. Except… how many users actually need to know all of that? The issue arises.....

The recent phenomenon of purpose-driven communication from brands has taken the industry by storm. Through their content, brands are making a statement. Going beyond selling products and services, they are taking a stand for something they believe in. This isn’t limited to high-end brands; even a low-involvement product like Vicks came up with a viral.....