Glen Cassidy

That does not mean attention is useless. High-attention work can build emotion fast. Big, engaging campaigns and creative outliers can and do accelerate mental availability and should absolutely be aimed for. But those moments are the peaks, not the landscape. The everyday work of brand building happens through what Heath called “learning without... See more

In general, consumers are now purchasing a repertoire of products to fill specific needs, instead of purchasing just one product. To illustrate: whereas ten years ago a typical household would have had just one type of milk in the fridge, a household today might buy cow’s milk, high-protein milk, and a plant-based alternative such as almond milk or... See more

“Optimistic but dissatisfied is the road to progress.”

These are universal principles that apply to companies of all sizes! Their examples tends toward large stable brands only because they have the data is more readily accessible.The HBG books and their Rules all derive from Andrew Ehrenberg's NBD-Dirichlet model of consumer buying behavior.That model has decades of supporting research (much of it to... See more

The battle is between two wolves.

One is permanently angry, resentful, loud and aggressive. It’s always howling for our attention with sensational headlines, provocative images, and manipulative tactics.

It wants us to stay on the surface, encouraging us to react rather than reflect.

It feeds on outrage, doomscrolling, negativity, fear, and... See more