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Dr. Beau Lotto shares his formula for creativity – proposing that we arrive at creativity as an end result determined by our methods and processes of thinking, which are not in fact 'creative'. He believes that to achieve creativity, we rely on our established perceptions of our environment and past experiences, therefore we must attempt to see the world differently and embrace uncertainty. Dr. Beau Lotto is the Co-Founder of Beautiful Mind, the world’s first neuro-design lab – a collaboration formed between Beau Lotto’s company Lottolab and Purpose.

People, and more importantly consumers, now interact with brands all day, every day. Every touch point – web, face-to-face, advertising or any other, influences our opinion of a brand. The sum of these touch points and interactions comprise a person’s brand experience. Brand experience is very powerful – it either drives a person closer to a brand, creating loyalty and advocacy, or it drives them away creating resentment and defection to a rival. So this intangible element of brand experience needs to be carefully managed to drive consumers in the right direction.

Shopping patterns and consumer behaviour have changed enormously in the last 10 years thanks to the advancements in digital technology and the way information is channelled. We are now faced with hundreds and thousands of products from a multitude of different purchasing channels, and we are...

Brand culture – a unique blend of psychology, ideas, attitudes and beliefs – informs brand behaviour, defines brand experience and ultimately shapes brand reputation. Brands need to put culture at the heart of their business strategy if they are to flourish, or even survive. If you don’t get it right on the inside your brand will stumble and fall on the outside, regardless of how innovative or engaging your external marketing activity might be.