Brand talk
Using language to shape brand perception
Mindspeller aims to connect brands more strongly with their audience. Language use plays a big part in it.
Dafne Palú
August 18, 2021
Blog
Brand talk
Using brand associations to beat the competition: the case of UEFA Euro sponsor Heineken
This year’s UEFA Euro is well underway, and national rivalries are at their peak. Official sponsor Heineken encourages
Dafne Palú
July 7, 2021
Expert talk
Moving beyond functionality to stand out
Say your daughter’s birthday is coming up. She’s a budding photographer, and you’re thinking of surprising her with
Dafne Palú
June 30, 2021
Uncategorized
Avoiding a rebranding fiasco with the power of associations: the Tropicana case
Twelve years ago, Tropicana went through a 35-million dollar rebranding that made marketing history – but not in
Dafne Palú
June 23, 2021
Insights matter
How spontaneous associations can help validate creative decisions
https://youtu.be/C3eFPwUEfgkYour intuition can tell you that certain concepts are more related to each other than others – but
Dafne Palú
May 26, 2021
Brand talk
Implicit brand signals
Humans are rational animals, but that doesn’t mean that all our decisions (including deciding what to buy) are
Hannes De Wachter
May 12, 2021
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