Articles
Ideas on advertising, brand strategy and behavioural science from the Dog Cat & Mouse team.
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How brands adopt rituals to make their consumption experience more enjoyable
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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Attach a story to your brand
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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The Labour Illusion
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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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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Shake the page
How simplifying a poster can make outdoor advertising more noticeable. Steve Stokes shares Dog Cat & Mouse’s approach to the Soulful Food campaign.