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We realized as well that if the goal was to convince children to eat cucumbers, or tomatoes, or broccoli, McDonald’s had to continue its longtime relationship with toys linked to companies like Disney, DreamWorks and Pixar.
McDonald’s is the largest distributor of toys in the world—it is just too difficult, and too expensive, to change course.
When we gamble, our brains release dopamine, a neurotransmitter that floods our senses whenever we anticipate anything rewarding, from food to alcohol to sex.
In the marketing world, an “entry point” refers to those times in our lives—among them marriage, pregnancy, first parenthood, buying a home, the empty nest—when identity is either challenged or transformed.
body does. The last few square inches of unused
The straighter a Brazilian woman’s hair, the higher her perceived social class,
which explains the immense popularity of hair straighteners in Brazil.
While Devassa wanted to target all classes, the B class was clearly the brand’s favored demographic.
According to the BBC, “Paris Syndrome” affects roughly a dozen Japanese tourists every year, who arrive in Paris bearing romantic expectations of the French capital, but end up hospitalized “
More even than France, why is Italy the repository of so much global aspiration?
car. In Zurich, Switzerland, for example, residents with four-digit license plates are perceived to be wealthier and better connected than those with a six-number plate, a subtle distinction among the residents of one of the world’s richest cities.
Rituals serve as an entry ticket to an exclusive universe consumers want to join, and the more often they repeat a ritual, the more of a hardcore fan they become.
I knew, too, from my own studies that there was a direct correlation between commercial characters from movies, television shows and games in homes (including Homer Simpson, Snoopy and Hello Kitty) and lower rates of churchgoing.
Devassa three attributes borrowed from the world’s best-known religions: evangelism, sensory appeal and rituals.
The rituals of airing wine, and swirling it in the wineglass, had become so synonymous with expertise that over the years I’ve caught people unconsciously swirling water and ginger ale in cafés and restaurants.
Fashion Week still takes place twice a year in New York, London, Milan and Paris, and additional unofficial Fashion Weeks occur in Brazil, Germany, Australia and pretty much anywhere else in the world girls and women love fashion and new clothes.
Any girl who owns and wears shoes knows that footwear is a reflection of her mood and attitude, and that shoes, like music, can both reflect and dictate the way someone feels.
Most girls are canny enough to know that oil-based creams, text messaging and selfie taking don’t mix.
There is, I knew, a direct correlation between the length of a shower and the size of the hole in a shampoo bottle.
Waze, the community-based traffic and navigation app, has teamed up with a number of corporations, including Target, to offer geo-location-enabled deals and discounts at nearby stores.
Shopping gets us out of the house, and stores and malls provide a community, even a small city, of fellow fashion believers.
My goal was to bring together the authentic sociability of shopping offline with the artificial company that online shopping offers, to create something that, as far as I knew, the world of retail had never seen before.
Willy Wonka–like Golden Ticket system.
level of transparency in a country has a direct and negative correlation to a nation’s level of happiness.
Rather than being measured linearly, happiness should be perceived as a congeries of “moments.”
A majority of Chinese citizens subscribe to the Confucian belief that a government is mandated to exert its authority by showing parental care for its citizens.
Citizens, in turn, owe it to their government to respect and obey rules and mores. Yes, in a perfect universe, everyone would have a microphone, an opinion and an audience, but is it worth it if their actions or behavior damage social norms or stability for the whole collective?
found that “green” and “organic” had made their way into India.
Western cars outsell them, even in China, by a three-to-one ratio?
China: an overemphasis on
rational thinking and a disregard for the emotional ingredients that go into brand building.
Dubai as people know it today began with a concept dreamed up by Majid Al Futtaim,
who, inspired by a ski resort he’d seen in Japan in the mid-1990s, decided to construct his own indoor ski slope,
Ninety-six percent of Dubai residents are foreign-born,
2002 land reform law that allows foreigners to buy local real estate.
Chinese tourists visiting Australia line up in supermarkets to bring back home international formula options—a phenomena that has become such a problem that many Australian supermarkets restrict the number of cans consumers can buy at one time.
4 percent of the world’s people brush their teeth in the shower.
Shower brushers, I’ve noticed, too, tend to be more creative than most,
Elsewhere in the world, sensual was synonymous with softness, luxury, slowness and anticipation.
one kind of occasion where the Chinese paused, and that was during one of their most important holidays.
Qingming Jie, otherwise known as the “Tomb-Sweeping Festival,”
Who among us, at 50 years of age, “feels” 50? Almost no one. A good rule of thumb in brand building is to communicate, always, to a consumer’s Twin Self—and more than anything else,
If most psychologists agree that identity is a construct, then we’re all engaged in three processes simultaneously: Expressing who we are; expressing who we believe, or hope, we are; and finally, expressing who we want other people to think we are.
several thousand feet, our sense of taste and sense of smell are the first to weaken, thanks to drops in humidity and air pressure and even the role of background noise.17
From Pepsi, I learned that just as a pair of earphones can persuade us that the meal we’re eating on the plane is flavorful; sound can also
change our perception of product performance.
Journal of Personality and Social Psychology examining music consumption tastes as they evolve over the course of a lifetime. Music,
walkers generally preferred their own company, didn’t like drawing attention to themselves and were comparatively unmaterialistic.10
aligning humans who ultimately can be “divided” by four criteria: Climate, Rulership, Religion and Tradition.
Subtext Research into a training program.
