December 14, 2018

The authenticity of brands and self

Half a year has passed since I properly began work on my PhD at Edinburgh Business School so this seemed like a good time to reflect on progress and share some insights. I have written a substantial part of my literature review and so far I’ve focussed on exploring ideas about identity and self-concept within […]

Perception and reality

How many people in your country own their home? Or have a smartphone? Or diabetes? What percentage of people aged 25 to 34 live with their parents? Or are under the age of 14? These are the sorts of questions that catch people out in the Ipsos’ Perils of Perception Survey, and the Ipsos’ Perils […]

Quiet branding: how does inconspicuous consumption influence consumer identity?

Are conspicuous brands losing their appeal? That is the question that Jane Priest, teaching fellow at Edinburgh Business School (EBS), is asking as she embarks on her PhD. With her proposal now approved by the EBS Postgraduate Committee, Jane has got the green light to start her exciting journey. Evidence is emerging that conspicuous brands […]

Subliminal house buying message: the power of multi-sensual marketing?

I had a good experience the other week teaching Marketing at our Edinburgh campus, alongside my colleague Professor Steve Carter. Part of our session on consumer behaviour explored the consumer decision-making process (Marketing module 6). We looked at how consumers tend to go through a more complex, informed process when a purchase decision is highly […]

Market segmentation: are you a Rural Vogue or a Satellite Settler?

Do you live in the country, have a young family, drive a Range Rover and own a big dog? If so, you might be what marketers like to call ‘Rural Vogue’. In the UK, more and more professionals with families are swapping urban living for the country, while maintaining their city salaries. Digital connectivity and […]

Aldi: best of British or authentically German?

View image | gettyimages.com Stand-up comedian Kevin Bridges once made fun of Scottish children on holiday, suggesting the lower-class mother could be recognised by having ‘Lidl’ and ‘Aldi’ tattooed across each hand. But since then, the common perception of the two German discount supermarkets in the UK seems to have changed. Aldi opened its first […]

Can demographic groups still tell us something in a post-demographic consumer world?

This weekend I enjoyed teaching the Edinburgh on-campus Marketing class alongside my colleague Professor Steve Carter. I found the session on market segmentation, targeting and positioning particularly interesting. It’s well known that good market segmentation underpins effective marketing strategies, and that several variables can be used to divide a market into groups of customers who […]

Talking brands

Is anyone else getting annoyed by the widespread use of ‘wackaging’? In the UK, countless brands are talking to us like we are toddlers. Marketers’ goal of making messages clearer and giving their brands personality has led to silly, twee language (also known as ‘wackaging’) becoming the norm: from patronising reassurances, ‘We believe in doing […]