Thunder 1 – After the Flood

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The world’s myths and legends frequently mention a great flood, an event that washes everything away to allow for a new, fresh start without being held back and restricted by the old systems … Read the rest

For over a century we have been exposed to thousands of commercial messages everyday.

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While much of this material appears and disappears like so much flotsam and jetsam, a particular type of advertising message has stood out like a … Read the rest

To suggest that Classical Studies might have something to offer modern marketing strategies might at first seem far-fetched. Yet the idea that fifth-century Athens has something wonderful to offer has long had a hold on the Western imagination. After all, … Read the rest

The world’s myths and legends have frequent mention of a great flood. An event that washes everything away to allow for a new, fresh start without being held back and restricted by the old systems and ways of doing things … Read the rest

Even the products of everyday life. Myth is a way of speaking!

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It was the French Philosopher and literary critic Roland Barthes who explored the signs, symbols, gestures and messages of everyday Western society, the language of mass culture. … Read the rest

Archetypes: A language of the Emotions rooted in Narrative

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Following Margaret Mark and Carol Pearson’s book “The Hero and the Outlaw”, the use of the archetypal roles has become fairly mainstream. There are many versions that cover … Read the rest

‍Using Gift Giving to Grow Your Brand

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If ‘advertising is most effective when it doesn’t try to persuade’, what exactly is going on at the time of this messaging? The ultimate irony seems to be that the most … Read the rest

“Guarding a Tradition” and … “Moving On”

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Going back to the past is not a typical strategy for brand agencies or the marketing profession. Indeed, in his book, ‘The Anatomy of Humbug’, UK brand guru, Paul Feldwick, identifies some … Read the rest

There are many important insights from Decision Science. Most significant here is why people buy what they buy. In brand strategy, there is an understandable focus on customers’ needs. Surely it is these that we serve?

In fabric wash, … Read the rest

At the heart of Thunder 2 is the centrality of emotionally driven rapid decision making, and highlighting the relevance of goals and longing in developing brand strategies to help shape these split-second decisions.

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To illustrate this we offer two … Read the rest