Research Overview

Working within the pragmatic field of advertising, it’s sometimes easy to forget that the fundamental understandings of interpersonal communication are the starting point and lodestar of designing, developing and re-engineering brands.

I’m interested in how psychological knowledge can be applied in the marketing and communications industries to improve effectiveness. In particular our ability to create and believe in brands, and treat them as if they’re real, with characteristics, associations, and even ‘personalities’ - a profound act of faith, art and imagination – that can influence the behaviour of millions of people (…some of the time!).