Articles

Why trust becomes the scarce asset when content and design are cheap to generate: what research says about disclosure, visible effort and brand trust, and how buyers judge credibility.

Four studies test shape, pictures, windows and layout on the pack. A fifth source, a book on brand growth, explains why the winning cues should then stay the same.

How guests weigh reviews, brand, price and photographs when they choose a hotel, what makes a stay memorable, and what a brand should get right.

Researchers use one term for activities from gambling to heavy internet use. Three papers show where the evidence is firm and where the definition is still argued over.

Most answers point to a logo. Researchers point to memory: what a name calls up, how easily it comes, and the trust attached to it.

The beginner's difference between brand identity, brand image and the brand, the parts an identity is made of, and the research on why familiar marks help.

Reviews of food craving describe a desire shaped by cues, conditioning and familiar settings. Wendy Wood's habit research gives the settings half of the account.

Black is read as authoritative, formal and restrained. Studies of weight, uniforms, clothing and understated luxury show which of those readings the evidence supports and which it leaves open.

Four outputs of branding work that research supports, and the evidence a team can be asked to show for each.