Nice brands finish last
The actor Bill Cosby once said “I don’t know the key to success, but the key to failure is trying to please everybody”. Brands should heed Bill’s advice. Trying to please everyone is the route to ruin....
View ArticleExploiting the implicit
My final essay from the IPA Excellence Diploma was published today in Campaign magazine. Called ‘Exploiting the implicit’ it looks at the importance of the signals brands create implicitly through...
View ArticlePlease like me
Why is it that people who seem to be desperate for affection are instantly less attractive to others? Neediness is repulsive because it’s a negative signal. We’re programmed to stay away from things...
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