“The more mindless you are when you shop, the more you are going to be poked and prodded to buy the manufacturer’s products. We’re trying to give consumers the same power the companies have.” – Colin Payne Nudging has emerged as a prominent theoretical framework to inspire changes in the environment where a choice takes place to gently persuade or nudge people’s behaviour. Brands have been historically using the nudging ...
In 2016 we wrote about the year of the ‘outlaw’ for brand storytelling, as consumers looked for straight-talking, no nonsense communications. However, we now see the Everyman archetype rising from the ashes, offering a valuable table stake and anchor. Far from middle of the road or vanilla, we are seeing Everyman brands deliver not just authenticity but also inclusivity. The key difference here, is that Everyman brands are managing to ...
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