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The language of emotion

Metaphor provides marketers with immensely powerful tools: a means of tapping into the intangible emotions and aspirations that dominate human lives and personalities. Yet the power of metaphors mean they must be handled with care. In this feature...

September 2014 | Brand & Communication , NeedScope , FMCG

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Closing the eCommerce gap

Online sales growth routinely outstrips any other kind – yet less than half of all online research translates into purchase. Connected Life reveals the barriers that keep shoppers in different cultures browsing rather than buying, and the advantage...

August 2014 | Digital , Connected Life , eCommerce , FMCG