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We often form a first impression based on a single trait. If it’s positive, we tend to assume other positive traits follow. For example, if someone appears physically attractive, we...

As marketers we often assume that the whole world works in the same way as in our own little bubble. No one wants brochures any more. AI search is bypassing...

One trend the last years has been “greige” where nothing sticks out. Company logos look more and more the same, corporate and car colours too. But why, when science show...

Data is important, but must like everything else be put into perspective. A wise man said about data: “You can’t operate without it. But you can never win with (only)...

Traditional economic theory assumes that humans make purchase decisions based on facts and logic. Behavioural economics says otherwise – we are irrational beings, shaped by cognitive biases and emotional influences,...

Setting the right price is hard. It’s easy to be too cautious and set a price that isn’t profitable in the long run. On the other hand, a too high...

We humans hate to lose, in fact twice as much as we love to win. Use this psychological behaviour to keep customers and to win new ones. In short, Loss...

Decision-makers in the industry normally don't understand the connection between people’s knowledge, opinions and emotions – and what actually makes them want to buy a product or pay a premium...

Decisions sometimes tends to drag out. It's often simplest and safest to not decide right now. But decisions can be triggered with the right stimuli – a technique called Immediacy...

All marketing should generate effect. That’s a given. But defining effect and measuring it is often done wrong. Understanding the difference between "effect” and ”effectiveness”, and the consequences each leads...