Is All Research Bad Research?

Love this piece by Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing. He is also Executive Vice President at Deutsch L.A. He tackles something everyone is thinking about: Are traditional focus groups useless? Now, the key here is “traditional,” because there are many usefull forms. The key is, you must…

30 Seconds of Nonsense: Overcoming Brand Parity

I just discovered  the writings of Paul Feldwick formerly of DDB,  who is widely recognized as an authority on how advertising works. A couple of things he writes really hit home. In a piece titled Exploding the Message Myth, Feldwick expounds upon the trouble with parity — it can be hard to buy something bad these days, and…

Thinking About Thinking: The Anchoring Effect

Sometimes it’s frightening when we examine our own decision making — especially when we realize how random and arbitrary it all is. It can be unsettling to know our judgment can be so heavily influenced by randomness — and it happens every day. Daniel Kahneman covers this in  Thinking, Fast and Slow, a bizare tour of the mind where he outlines the faults and…