Aileen O'Doherty

Have you ever set out for home from work or a day out intending to make a stop along the way, only to discover that you’ve unconsciously taken the route that leads you straight home and missed your stop? Me, too! We can credit this to our magnificent brains that are constantly creating shortcuts for us, simplifying our day-to-day choices to the point where they become routine – thus taking little to no effort to execute. 

At Fresh, we look at how this impacts your brand/product/positioning and uncover ways to reinforce this routine should it be in your favour, or uncover ways to disrupt it by making customers/consumers think twice, should it not benefit your brand. 

We see the beauty in understanding what is driven by environment, emotion and experience, and challenge brands to look at influencing consumer choices in the same way. 

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