October 2026 - Dog Cat & Mouse

How Guinness used brand rituals to help get to number 1

From the two-part pour to splitting the G: Steve Stokes explores seven Guinness rituals and the role rituals can play in building a brand.

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From the two-part pour to splitting the G: Steve Stokes explores seven Guinness rituals and the role rituals can play in building a brand.

Dyson advertisement describing the development behind its fans

The Labour Illusion

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Why showing the effort behind a product can increase its perceived value. Steve Stokes explores the labour illusion and lessons for challenger brands.

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Why showing the effort behind a product can increase its perceived value. Steve Stokes explores the labour illusion and lessons for challenger brands.

Attach a story to your brand

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How stories can make products more desirable, with examples from Moleskine, Howies, Hiut Denim and Reggae Reggae Sauce. Insights for challenger brands.

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How stories can make products more desirable, with examples from Moleskine, Howies, Hiut Denim and Reggae Reggae Sauce. Insights for challenger brands.

How brands adopt rituals to make their consumption experience more enjoyable

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Seven types of brand ritual, from preparation to sharing, and how Guinness, Oreo and Orangina use them to make their products more enjoyable.

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Seven types of brand ritual, from preparation to sharing, and how Guinness, Oreo and Orangina use them to make their products more enjoyable.

Simplified Soulful Food outdoor poster with a more prominent headline

Shake the page

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How simplifying a poster can make outdoor advertising more noticeable. Steve Stokes shares Dog Cat & Mouse’s approach to the Soulful Food campaign.

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How simplifying a poster can make outdoor advertising more noticeable. Steve Stokes shares Dog Cat & Mouse’s approach to the Soulful Food campaign.