Reading Time: < 1 minute

Recommended reading this week.

The Drum – Growing a luxury brand

Psychological insight: Sian Conway-Wood discusses the problems with targeting a younger audience, with reference to self-congruity and the ‘extended self’ among other theories (Von Restorff, cognitive dissonance, availability heuristic). The point is that people grow ‘into’ brands, not vice-versa. Luxury and heritage brands are aspirational, related to identity. They shouldn’t be chasing trends.

https://www.thedrum.com/opinion/2025/07/07/no-tiktok-probably-won-t-grow-your-luxury-brand-the-long-term

Science Says – Advertising next to expensive brands

Psychological insight: Thomas McKinlay presents findings from Kim and Kim (2021), that mid-tier fashion brands advertising next to premium brands are perceived to be more prestigious.

https://app.sciencesays.com/p/advertise-next-to-more-expensive-brands

Choice Hacking – Algorithm blinders

Psychological insight: Now this is a topic that really gets my attention! Gaming the algorithm is not a strategy. Focus on creating social media content that is psychologically engaging. Algorithms constantly change, but the principles of engaging content don’t.

https://www.choicehackingideas.com/p/put-on-your-algorithm-blinders

Photo by charlesdeluvio on Unsplash