NEWS

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

With COVID-19 cases and death counts rising as well as a newfound threat to civility – an assault to the nation’s democratic foundations  – it comes a little surprise that American life moved further away from normal in January 2021. This month, the U.S. Normality Index...

Price is usually the neglected element of marketing communications. Brand owners believe if they can’t say a monetary value, they should say nothing. Brand owners need to invest in price brand for immediate and long-term volume effects. Price brand straddles performance marketing...

You don’t have to smile to be happy. Forethought has found that facial coding understates the presence of emotion. Social emotions such as pride (which is the strongest emotional predictor of buyer behaviour) and shame have NOT been linked to distinct facial expressions and therefore...

Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020.  We now have 17 waves of data (weekly for the first 12 weeks and now monthly since July).  Here are the key findings from our November pulse....

What is the justification for the big emotional Christmas ad? There are three reasons for emotion in advertising; to build spontaneous, affective brand choice, to aid in considered brand choice and to aid in building distinctiveness and salience for the brand. Does the...

Given a mere 5% of emotions become a conscious feeling - how exactly do marketing experts assess the emotional “power” of marketing communications? Fact is, they are judging message sent and NOT message received. In our view, this is a MAJOR limitation....

What is it about insanity and repeating the same errors of four years ago? Once again, pollsters markedly understated the support for President Donald Trump. What could Colonel Nathan Jessup of Guantanamo base, Cuba teach pollsters?...