Articles

Dyson advertisement describing the development behind its fans

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

How Guinness used brand rituals to help get to number 1

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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.

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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.

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.

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.

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.