Challenger thinking: Why and how we make decisions
In the Ape studio, like hundreds more, a cuppa is made almost exclusively to enable the dunking of a biscuit. If the biscuit tin is empty, then it’s a quick dash to the local supermarket where the System One (Limbic System) side of the brain kicks in.
Taste Changers
Whilst a gem of an idea can move a category on, it’s the depth of a challenger brand’s thinking that keeps that momentum going and changes customer habits. In 3 years time, I wonder which challenger brands we’ll be calling seriously impressive?
The Food Log. It’s our raison de manger
Apparently one in five of us has shared a food photo online or with friend in the last month. Of course that’s partly to do with the fact that we all have phone cameras and the compulsion to use them, and the desire to keep our social media feeds well fed. But if the food we’re ordering, shooting and eating didn’t look so appetising, we wouldn’t feel the urge.
