MRS Brand Research Conference: Consumer insight strategies that build, sustain and drive brands

A report from the MRS Brand Research conference. Presentations discussed include Mark Earls on how people are influenced by social connections, Rory Sutherland (Ogilvy & Mather) on behavioural economics and Face on co-creation.

MRS Brand Research Conference: Consumer insight strategies that build, sustain and drive brands

Judie Lannon

Chaired by the ever-ebullient Roy Langmaid, the contributions at the MRS Brand Research Conference, held in London in June 2011, looked at brands and branding - and demonstrated that the subject is ever-amenable to fresh insights and new research approaches.

The social sciences were well represented,with Langmaid kicking off the day referencing the psychologist John Bowlby, who said that the roots of branding lie in the human psyche's need for attachments - and thus branding is collusion between individuals and manufacturers with the objective of...

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