Brains and Brands: Rethinking the Consumer

Wendy Gordon
The Fourth Room
Sally FordHutchinson
The Thinking Shop

Wendy Gordon, the fourth Room, and Sally FordHutchinson, strategic research consultant, argue that we need to understand the brain to understand how to make sure brands win.

Companies are under huge pressure to grow profits in order to improve shareholder value and return. Successful companies and sophisticated marketers regard brand building as the way to achieve growth. But it is not easy.

'There is an evergrowing population of mediocre companies and an everdiminishing population of truly great performers.' (1)

Add the experience of mediocre brands to this quote and we have an accurate picture of what it feels like to be a customer or consumer in the UK at the beginning of the 21st century.

Real insight needed