Consumer Psychology

The soft drink giant recently decided to refresh its design with a font reminiscent of Marlboro, creating unnecessary friction and catching fire from consumers. A lesson for management on understanding the emotional side of the customer. 'The Human Algorithm', a new column.

The restaurant The Shed at Dulwich took the top spot on TripAdvisor, and the phones wouldn't stop ringing - but only the journalist who "founded" it knew the truth. A lesson on the power of narrative in our new column, "The Human Algorithm."