- Three brains model – reptilian brain, mammalian brain, human brain – throw it in while talking about the design process, this has weight
- Amarula – brand study
- KPI – increase in the average time spent by people on a website – usual average on an e-commerce website is 2-3 mins and it rose to 10 mins – e.g.
- Brand activism – using the profits from a campaign to support elephants
- Caildini’s six principles of persuasion
- Creating audience profiles: demographics, psychographics, behavioural data – google analytics, pain points + needs
- Creating personas – they have to be based on real data – interviews, Mintel, workshops, information found online
- To think about the different touch points along the way which can help form a brand activism campaign
- Brand activism is about creating a community, being social