CORE, built on behaviour
The marketing and strategy behind the work
What are the decisions and data that actually make ideas land?
We love exploring the unique and creative work in the industry. We’re also interested in the thinking, behaviour and strategy behind it.
With the first issue of CORE, our new Strategy & Marketing series, we’re focusing on exactly that. The insight behind the work and why it works so well.
In Issue 01 we look at brands building on real human behaviour rather than trying to change it.
In sport, the International Olympic Committee turns collective emotion into a sonic identity, while Xbox uses data from Opta to tap into fan superstition. Strategy that’s less about messaging and more about behaviour.
Across food, that thinking shows up differently. Heinz uses CX to shape the product itself, not just the campaign, while Marmite works with evolving habits to change how people use something they already love. Work that’s building something people can feel, use or take part in.
Explore the thinking further in Issue 01...
01. The sound of collective emotion: International Olympic Committee
02. Data meets devotion: Xbox , Edelman, Opta
03. Where CX becomes product: Kraft Heinz, Rethink, Carat
04. Changing how people use what they love: Marmite Unilever, adam&eve\TBWA
Read the full issue here: CORE Issue 01
Curated by our specialists, Jack Pulley (Planning & Strategy) and Sarah Kynaston (Marketing & Media).
