Emotional connections are made with a combination of all five senses yet often the vast majority of brand communication focuses on just sight. Find out what pioneering brands have been up to and how to better measure these sensory initiatives.

Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.

Five rules to make a positive impact on brand consideration in your brand

First Direct win out when you look at customer satisfaction, however, when you look at customer experience or brand experience, it’s Nationwide that’s the star performer.