By Category

Underdog brand archetype can work for PM Julia Gillard

There are many brands in the market place that know how to leverage the status of the underdog. They use the position to drive a more emotional connection with their target market. Harvard academic Anat Keinan co-authored a paper for Journal of Consumer Research, titled…

Read more »

Biomimicry's Edible packaging for food and cocktails

In an innovative approach to consuming with minimal waste, Harvard Professor David Edwards and his team have developed WikiCells, self-contained, edible packaging for liquids, mousses and emulsions. The membrane that houses the various WikiCells flavors is made from vegetal elements, with a taste deliberately paired…

Read more »