Building stronger brands

Dave Hannay and Gailynn Nicks

This paper explores how brands can become more successful by understanding and leveraging the way in which people make decisions.

Building stronger brands

Dave Hannay and Gailynn Nicks

Introduction

Brands exist in a constantly changing world. But the role brands play in people's lives has not changed and people themselves change more slowly.

There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.

Many of the questions businesses ask...

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