Brandbase: 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.

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.

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!

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.

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...

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

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.

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.

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!