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  • Doing good can be profitable
  • Doing good can be profitable
    Garry Knight, Creative Commons (2012) ©

Doing good can be profitable

Do customers care about a brand's CSR? And do moral brands create better products and bigger profits? A series of experiments carried out by Northwestern University found that consumers do care about brands' social activities, but they have to be driven by genuine care and not self-interest. 



  • People will pay more for innovative brands People will pay more for innovative brands

    What is innovation? A regular fixture in taglines and press releases, 250 titles were published on the subject in Q4 2014, making it easy to see how the word's meaning has been diluted. But new research shows that in the mind of the consumer, perceptions of innovation are as important as ever.

  • Article image Why brands shouldn't talk about values

    Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

  • People still trust branded content People still trust branded content

    Research from Vibrant Media has found that branded content is almost as trusted as editorial content - while 35% of people trust editorial content, branded advertorial content only lies 2% behind this at 33%. How will brands respond to this surprising revelation?

  • Article image Would you want a brand to be your BFF?

    Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.