Cognition Blog
Who Cares Wins: How Values Build Brands
by Dr Peter Hughes on March 28, 2024
There’s been a seismic shift in how brands accumulate equity. Of course, fame still matters but character matters more. In 1899, the American economist Thorstein Veblen...
More
4 min read
Human Psychology and Marketing in 2023
by Dr Peter Hughes on November 29, 2022
It is a function of our narcissism that we always imagine that the technologies we create will reimagine our humanity in significant ways. Of course, technological...
More
4 min read
Marginal Returns and the Case for Simplicity in Marketing
by Dr Peter Hughes on June 22, 2022
Any human group, from small teams to large civilisations, requires energy and resources for its maintenance and continuous development. As complexity increases, energy...
More
4 min read
Psychology Tips for Digital Marketing in 2022
by Dr Peter Hughes on January 24, 2022
There is no longer any excuse if you misinterpret or misuse your marketing data. Marketing is the science of persuasion. Yet many businesses who have failed to get...
More
4 min read
Cognition partners with Aston University to trial new marketing technology
by Dr Peter Hughes on November 9, 2020
Cognition has been awarded a groundbreaking Knowledge Transfer Partnership with Aston University. We have partnered with Aston University to trial electroencephalography...
More
2 min read
The Secrets of Marketing Effectiveness
by Dr Peter Hughes on September 11, 2020
In a post-pandemic world, the pressure to achieve ROI from marketing budgets is greater than ever. That’s why we’ve put together this guide on marketing effectiveness....
More
1 min read
Digital Marketing Strategy and Business Recovery
by Dr Peter Hughes on July 29, 2020
The principles of building an effective digital marketing strategy are disarmingly simple: Identify the problem you want digital marketing to solve (e.g. number of web...
More
2 min read
Data, Debt and Mental Health
by Dr Peter Hughes on July 2, 2020
The debt burden on economies, businesses and individuals has increased dramatically during the pandemic. The effects of this burden on people’s financial and mental...
More
2 min read
How marketing can mitigate the risk of Covid-19
by Dr Peter Hughes on June 25, 2020
Every business faces the same question: How do I maximise commercial opportunity while minimising risk? In normal times this calculation is, at best, an imperfect one....
More
1 min read
Trunki, Dragons’ Den and a Troop of Chimpanzees
by Dr Peter Hughes on June 16, 2020
In one of the most famous episodes of Dragons’ Den, Rob Law was humiliated by the Dragons after Theo Paphitis broke a strap hook on the Trunki ride-on suitcase. Before...
More
3 min read
The Trunki story: Succeeding in business against all the odds
by Dr Peter Hughes on June 11, 2020
Defying the odds in life and business is easy to say but extremely hard to do. What makes it so difficult is that we are often paralysed by the Fear-Habit cycle....
More
4 min read
Crazy Conversations: How They Destroy Businesses
by Dr Peter Hughes on March 5, 2020
We know when we’re in the middle of one. We struggle to find a way out. We get so frustrated we don’t even know how it started. In the end, it reaches the point when we...
More
2 min read
How to Sell and Implement Software Using the Human Brain
by Dr Peter Hughes on July 2, 2019
According to the CHAOS Report, between 2011 and 2015 just 28.8% of software implementations were considered successful, with the highest failure rate linked to the most...
More
1 min read
Digital Marketing in 8 Seconds
by Dr Peter Hughes on April 4, 2019
We used to laugh at the attention span of a goldfish, widely accepted to be 9 seconds at best. We’re not laughing anymore. One of the reasons is a study published by...
More
2 min read
Technology, Psychology and The Future of Digital Transformation
by Dr Peter Hughes on February 28, 2019
Digital Transformation is not a matter of choice: it’s a matter of survival. As one of the UK’s leading digital marketing agencies, we have undertaken digital...
More
1 min read