What does it take to build a strong brand?

A brand isn’t just a clever slogan or a beautiful logo – it’s all the things that we associate with it in our minds. But establishing memorable and meaningful associations with your brand is a long-term process. You need to send the right implicit signals in a consistent manner to create a narrative that immediately… Continue reading What does it take to build a strong brand?

What a Friends episode can teach you about what consumers really want

Friends is my go-to comfort TV show (did you see this year’s reunion episode?), and I’m almost done with season 5 on my most recent rewatch. I’d forgotten all about the word association game they play on episode 22. Remember, Joey wants Phoebe to help him decide which route he should take to Las Vegas… Continue reading What a Friends episode can teach you about what consumers really want

What really influences decision-making? Comparing FedEx vs UPS

According to a July 2021 post by e-marketer.com, e-commerce is well on track to surpass 20% of total retail by 2024. That’s good news for the package delivery industry dominated by companies such as FedEx and UPS who can use their established worldwide logistics network to their maximum advantage. But imagine you’re presented with the… Continue reading What really influences decision-making? Comparing FedEx vs UPS

Avoiding a rebranding fiasco with the power of associations: the Tropicana case

Twelve years ago, Tropicana went through a 35-million dollar rebranding that made marketing history – but not in a good way.   Just one month after introducing their new packaging to supermarket shelves, the company had already lost 20 million dollars in missed sales. Amidst an unrelenting hail of criticism from angry customers on social… Continue reading Avoiding a rebranding fiasco with the power of associations: the Tropicana case

Leuven.AI

It officially started on January 1, 2020. KU Leuven Institutes bring together researchers from various disciplines in an interdisciplinary research network with societal relevance. According to Rector Luc Sels:  “For the University, the Leuven Institutes are a way to highlight certain focal points in research – a strategic instrument, in other words.” (Read Interview with Rector Luc… Continue reading Leuven.AI

Words Matter

In October 2020, Mindspeller reached out to a regional suicide prevention hotline to explore how Mindspeller’s neuro-semantic AI might be able to help save lives. Indeed, in one of our previous blogposts, we already referred to an article by the BBC explaining how the use of words can mean the difference between life or death… Continue reading Words Matter

What’s a Brain Computer Interface (BCI or BMI) and what will be its impact on our society?

MM New Trends & Technology interviews Mindspeller CEO, Hannes De Wachter, about the evolutions in Brain-Computer-Interfaces. Check out the 15 minute podcast (in Dutch) by selecting your preferred podcast player platform:   Spotify Apple Google     #BrandStrategy #ConsumerNeuroscience #BCI #BrainComputerInterfacing

EOS features Mindspeller in BCI related article

The well known Benelux science and technology publisher, EOS, features an interview with one of Mindspeller’s BCI experts, Bob van Dyck, in their September journal. Here’s the link to the original article (in Dutch):   Below, please find a deepl.com translation of the article to English:   “Will we be chatting through our thoughts soon?… Continue reading EOS features Mindspeller in BCI related article