It’s not uncommon for marketing consultants to preach the need for a meaningful logo, something that communicates by itself from day one. Ries and Trout used to argue that brand names like ‘Head and Shoulders’ were much better than meaningless … Continue reading
Jenni Romaniuk and I developed the concept we called Brand Salience as “the propensity of the brand to be noticed or come to mind in buying situations”. So how do we think this construct should be measured ? Salience is … Continue reading
Our common-sense model of memory, particularly long-term memory, is that it’s like a reference book or a hard-drive – something that we have to go and consult. We go in order to (try to) retrieve something from memory, a bit … Continue reading
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