Ian Edwards
Ian is the Head of Strategy at Vizeum and works with brands including innocent, Hiscox, The Train Line and Inbev.

Entries by Ian Edwards

The S.C.I.E.N.C.E of Brand Growth

(0) Comments | Posted 17 October 2013 | (13:47)

Successful brands do several things well, but from a communications perspective there is one crucial factor. At those key moments when decisions are actually made, a successful brand must make a greater number of people think about buying their product or service compared to the number considering a competitor.


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Everyone Has Two Versions of Self?

(0) Comments | Posted 21 March 2013 | (17:09)

Is there more than one version of a person we should be thinking about? Daniel Kahneman, the Godfather of behavioural economics, thinks there is. He talks about the fact that what we experience and what we remember are two very different things. He illustrates this brilliantly with the story of...

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Is It Written in the Stars? Can Businesses Learn Anything From Astrology?

(0) Comments | Posted 20 December 2012 | (15:59)

Star signs are perhaps the oldest form of audience segmentation, the art of grouping people together based on shared characteristics. The signs of the zodiac can trace their origins back to the Babylonian astrologists from 1200 BC; but surely astrology is all nonsense? No self-respecting person of reasonable intelligence would...

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CONSUMERS DON'T CARE!!! (And Other Lessons From the US Elections)

(0) Comments | Posted 27 November 2012 | (13:29)

Now the dust has settled on the US election and Obama is sitting back in the Oval office smoking a 'victory cigar' (actually, I'm pretty sure no president smokes real cigars anymore!) what are the lessons for advertisers?

Well the most staggering statistic of the whole thing was the sheer...

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