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Reframing brands and categories
Continuing our series on linking psychology to data analytics, we explore how brands can reframe the meaning of categories by creating new stories.
How do brands become market leaders?
Continuing our series on linking human psychology to Big Data analytics, we explore how category-leading brands connect with customer psychology.
Brand purpose
Is brand purpose just another piece of marketing jargon or should we take it seriously?
Brand language in the online world
Continuing our series on linking human psychology to data analytics, we explore how brands can use language to trigger consumer emotions in a digital world.
How to segment a market psychologically
Continuing our series on linking human psychology to Big Data analytics, we explore how psychological motivations can help us understand market segmentation.
A seasonal look at fragrances
Fragrances are big business at this time of year. But some brands are more powerful and iconic than others. We've been looking at why that is using Marquetypes analysis.
                   
                   

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