James Forr

Minnie Zhou / Unsplash Most parents name their children after family members or famous people, or they simply find a name that just sounds nice coming off the tongue.  But…

Some marketing experts have been highly critical of San Pellgrino’s new can.Judged in isolation, the new can seems fine. As the article linked above states, the can, “transitions from a traditional barrel can…

James Forr of OZ recently spoke at the ARF’s AudiencexScience Conference about “The A-B-4Cs of Winning Advertising.” He discussed how using metaphor to illustrate a product attribute (even an otherwise…

Unsplash/Diana Polekhina Thanks to OZ’s Joe Plummer for sending a summary of a Journal of Consumer Research article that discusses the art of sticking to a boring task.The key is…

The power of visual imagery is central to what we do at OZ – a metaphor or an image can tell an entire story with no words required.This collection of…

Unsplash / Alex Kondratiev New research published in the Journal of Consumer Research suggests that scientific claims are fine for selling utilitarian products, but not so good for selling products…

Credits: Lance King/Hector Vivas/Ronaldo Schemidt/Kevin Winter/Getty (from the journal Nature ) Neuroscientist Lisa Feldman Barrett comments in Scientific American about the supposed correlation between facial expressions and emotions. In short,…

Adweek features a story about Oatly’s clever positioning and marketing strategy.  It is behind a paywall, so if you don’t subscribe, here is the dumbed-down version.  Oat milk is an unconventional product, so…

Photo: Fast Company Today at the IIEX North America Conference, we will discuss our ZMET research into minds of sustainability innovators. One of the points emerging from the research is…