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Author Archives: By Ian Chipman

The power of brands, conscious and unconscious

By Ian Chipman, Knowable Magazine Imagine yourself in your local supermarket, doing your usual grocery run. In aisle after aisle, countless brands vie for your dollars and attention. Colgate, Crest and Aquafresh toothpaste. Smucker’s, Welch’s and Dickinson’s strawberry jam. Coke, Pepsi and RC Cola soft drinks. Like most consumers, you probably prefer one over another in dozens of categories that ...

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