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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 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.
Step up from Archetypes to Marquetypes™
We've just launched our new Brand Positioning - starter kit. opento members are already using it - why not join them?
It's a brand hexagon!
A quick note on how our new product development is progressing. The hexagon lives on!
Lover Brands and Love Triangles
By exploring the psychology of love in depth, we can find inspiration on how to build strong archetypal Lover brands.
Brand positioning is a business question
Discovering the right brand positioning for your brand requires a good understanding of the customer, the competitive market and all aspects of your own brand. The final choice has implications for your whole business, not just your marketing team. In the third and final of this week's posts on brand positioning, we look at how to make that choice.
                   
                   

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