Feb 18VINYL REVIVAL: 3 lessons on the return of records for all brand managersAgainst the grain, in an age of fleeting digital experiences, vinyl is once again quenching a thirst — this time not necessarily for the music alone, but rather its tangibility and authenticity. …Branding4 min read
Oct 14, 2021MINGLING IN THE MATRIXWHY BRAND PARTICIPATION IN THE ‘METAVERSE’ CAN ENHANCE HUMAN CONNECTION & WELLBEING Developed in partnership with the University of Bath Masters Marketing Students Virtual and Augmented Reality is becoming an increasingly hot topic in marketing. Mark Zuckerberg’s announcement that Facebook will transition from a social media to a ‘metaverse’ company…Humanity5 min read
Sep 17, 2021Inclusion in Beauty: How Unilever, Revolution Beauty and Sephora used the fundamental laws of human nature to unlock growthEarlier this year Brand Genetics collaborated with Business masters students at the University of Bath to explore how FMCG businesses must consider Diversity and Inclusion in innovation. In this article we are going to explore what these principles mean within the personal care and beauty category; Few have faced as…Beauty7 min read
Mar 31, 2021BRAVE NEW WORLD, SAME OLD APPROACH? — How the Agency of the Future must adapt to Survive and ThriveIt wasn’t so long ago that we in the marketing world were transfixed by the twin meta-influences of Globalisation and Technology. But times are changing. COVID has joined the party, and its impact is being keenly felt. For me, this was best summed up by Consumer Psychologist, Dr Paul Marsden…Covid 196 min read
Mar 24, 2021CONFIDENCE CULTURE: The art of capitalising on youthful exuberance“You can’t win anything with kids” said renowned BBC pundit, Alan Hansen, following the opening day of the 1995 Premier League season. He was alluding to a youthful Manchester United outfit that had just lost their opening fixture of the campaign. 260 days later they were crowned champions and thereafter…Culture6 min read
Mar 18, 2021THE RISE OF ‘THE HYBRIDS’As we slowly but surely move away from the imminent dangers of the pandemic and the drudgery of lockdown (he says with real optimism), the natural question on everyone’s lips is “what will post-COVID life be like”? Many press column-inches have been filled with talk on the topic, with predictions…Covid 196 min read
Feb 23, 2021THE IMPORTANCE OF HAVING MORE THAN A HAMMER IN THE TOOLKIT: WHY THE FUTURE OF RESEARCH CANNOT BE ON-LINE ONLYLike many companies, research agencies had to adapt or die during the pandemic. The days of travelling around and speaking with people in focus groups and IDIs, in bars or in their own homes stopped abruptly. …Consumer Behavior5 min read
Feb 5, 2021WHAT INNOVATORS CAN LEARN FROM THE ENDEAVOURS OF CAPTAIN SIR TOM MOORE…THE PATH TO ACHIEVING YOUR GOALS ISN’T ALWAYS EASY “My legs may be tired, but my mind is racing and I’m hoping to be back very soon with other ways in which I can help people, help others.” There is a common misconception that change and progress happens overnight. We…Courage4 min read
Nov 18, 2020Diwali: CELEBRATING THE FESTIVAL OF LIGHTS IN THE SHADOWS OF A PANDEMICWith festivities just around the corner, it’s becoming increasingly evident that the ‘holiday’ season we once knew will look and feel quite different this year. Bubbled households, places of worship delivering services via Zoom, spilling mulled wine on the living room carpet rather than the tiled floor of your local…Diwali5 min read
Nov 6, 2020UK LOCKDOWN 2.0: Why now is the time for brands to create — not consolidateAs a host of European countries are plunged into another series of restrictions and national lockdowns, it would seem to be all too easy for brands and businesses to simply keep the ship afloat, putting growth plans and innovation agendas on the back-burner. During the pandemic, it’s been said that…Creativity5 min read
