Dr Peter Hughes
Dr. Peter Hughes is a specialist in communication psychology with a particular interest in brand psychology. He founded the Cognition Scientific Board, now acknowledged as the UK’s foremost board of advisors with expertise in psychology, neuroscience and statistics. Peter has managed over 200 research, messaging, segmentation and growth projects for clients in more than 25 countries in EMEA, the US, LATAM and APAC. He has appeared in more than 60 television documentaries, delivers talks and runs workshops in the UK and internationally on psychology, decision science and leadership.
The Narrative Fallacy and Storytelling in Marketing
Using Marketing Psychology in Storytelling: Why Stories Win. Discover why storytelling marketing beats stats and learn how the narrative fallacy bias makes stories more compelling in branding and…
The Marketing Psychology Biases That Affect Our Decision Making
Virtue signalling: Why brands must express their core virtues and values Discover how brands are approaching the complex ground of virtue signalling, and how to strike the right balance between…
Who Cares Wins: How Values Build Brands
There’s been a seismic shift in how brands accumulate equity.