NEED insight

This much I know. Brands live in people’s memories.   They’re also in companies and on balance sheets. But they’re primarily a set of associations that people remember, consciously or not.   What I don’t fully understand is how memory works, despite the best efforts of folk on LinkedIn who try to explain it to me.   I get that memory is dynamic. It’s rebuilt in the moment it’s needed. So context matters, as does relevance to your needs, all shaped by prior expectation.   But

If you picture a tree, you think of its leaves, branches and trunk. It’s natural, that’s what you can see.   You might also think about snoozing in its shade, risking a climb or admiring the changes through the seasons.   You can’t see its roots but you know they’re there. They have to be.   What you might not know is that trees have different kinds of roots, each doing a different job.   There’s the tap root, which is how many trees start until other roots take over.   There

Back in 2015 I started taking note of my step count.   On February 27 th  that year I discovered the Health app on my new phone and it sprang into action.   That particular day I managed a mere 103 steps. Something tells me I was exploring the phone on the sofa in the evening.   Next day, thanks to a dog walk, I made it to 4,290. And by the end of 2015, my average was 5,226.   Not exactly the fabled 10,000 steps. I told myself it only counted when I went outside with my phone

In an ideal world every Christmas present would be like that 12” vinyl in the John Lewis ad.   A moment of connection, a lifelong memory.   Real life isn’t always like that, is it?   Of course, you think about the person you’re buying for. Their likes and dislikes, what you’ve given them before, anything you know they want.   But then you have to go and find something.   That’s when all your good intentions can end up in tatters at the side of the road.   Say you want to stay