• Articles

Inteluenza – a Sound Signature disease

By now it is quite common that logos are accompanied by sound – sometimes the sound alone is enough to conjure up the logo in your mind, and then we are dealing with a sound signature with optimal association effect.

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The Real Thing is the New Black

The diet of a caveman, running bare-foot, Bumpkin-TV, primitive-yoga and beer from more and more microscopic breweries…… authenticity is written in big letters across everything that is hip consumption today.

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Branding or Art?

Branding is a practice, which is both strategic and aesthetic – the same can be said about art. And often it is not possible to see what is what!

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Branding and the critical consumer

The “Symbolic Turn” has made consumers´ relationships to brands very complex. This calls for an enlargement of the traditional marketing toolbox with instruments from different research areas.

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Vicarious Consumption - Conspicuous consumption must not be to direct

In the last 10 years we have had a birth rate of 1.8. This may not sound as much but in a European context it is in the top. And we have also experienced a true baby-consumption-boom. The consumption of children’s clothes – also for small babies – is almost doubled since the year of 2000. And this is not because white romper suits from Tøj og sko all of a sudden sells the double amount– it is the...

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The Cozy Article

The cultural meaning of ‘cozy’ is an effective “weapon” when people from different social layers and value-based political convictions are positioning themselves to each other through consumption

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When the receivers want to interfere

The interpretation is an important part of the pleasure of being a receiver. And it is neither fun nor flattering to be addressed as if you cannot or do not want to think.

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Experiences are user-driven

Experiences are not a need that can be satisfied by others - experiences arise in the mind of the individual when it is interacting with objects and other individuals.

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The Body Remembers Like an Elephant

The body can remember which groceries to put in the shopping cart and which not to – thus, this is not something we have to think a lot about!

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