Oreo have been waging psychological warfare in the supermarket aisle… They’ve mastered the art of controlled chaos in an effort to stave off "The Wallpaper Effect”, where even the most iconic brands become invisible through sheer familiarity.

We’re breaking down the brain science behind why the world’s most beloved cookie keeps making flavours nobody asked for, and why your brand should probably do the same.

It’s not a business, but Mt Everest has become one of the most powerful brands on the planet, generating over $300 million a year for Nepal without spending a cent on advertising. We’re breaking down the six psychological principles that turned a deadly mountain into the ultimate status symbol, and what your business can steal from its playbook.

Is it just us or does EVERYONE have a Van Cleef bracelet? It seems like a stretch that your barista has 4, considering they cost thousands of dollars each… the real ones that is.

This is the Snob Effect. Exclusivity breeds desire until…plot twist.. popularity kills the appeal for the original audience.

Want to become your designer’s best and favourite client? You’re in the right place!

Great design isn’t luck. It’s a duet: your insider intel plus your designer’s craft. But fuzzy, vibes‑only feedback turns that duet into karaoke. Yuck.

This guide serves up 10 tips for giving feedback that’s clear, specific, and in service of outcomes, so your project moves faster, looks better, and doesn’t detour into “make it pop” territory.

Ralph Lauren, not content with just clothing your body, now wants to fill it from the inside out.

We visited Ralph's Coffee in New York to dissect the psychological sleight-of-hand that transforms an ordinary café into Ralph Lauren's most potent brand evangelism tool.

Remember when brands had personality? When McDonald's was a riot of primary colours, and luxury logos looked like they'd been hand-carved by artisans who actually cared? Well, those days are long gone. Welcome to the age of blanding. A time where everyone is opting for the same sleek, safe, sans-serif sameness. But when everyone looks identical, no one stands out. And in a world where distinctiveness drives recall, that's a branding crisis. The good news? The pendulum is swinging back.

There’s an actual science behind your weakness for free cheese samples. Estée Lauder proved that giving away your product might just be the smartest business move you'll ever make. This time-tested strategy can be used by businesses of all sizes and industries to turn curious browsers into loyal customers. Spoiler alert: it's not just about the freebies.

From British Airways’ signature cabin scent to theme parks’ “Smellitizers,” brands are bottling emotion to sway decisions. Here’s how scent marketing taps memory, elevates experiences, and gets customers to stay longer, spend more, and come back for another sniff. Plus, practical ways small businesses can make it work on a budget.

At the moment, it seems that everyone is a founder, building their founder-led brand.

Surrounded by digital noise and constant personal broadcasting, we seem to have forgotten a fundamental truth: attention is earned, not owed.

What can modern brands learn from a mythical creature that's maintained relevance for over 1,500 years? Plenty, it turns out.
No marketing department, no focus groups, just the perfect conditions for human psychology to create the world's longest-running marketing campaign.

We're celebrating our first amazing year of creativity and success.

But since we can’t stuff cake in the mail, we're serving you something way sweeter: our Ultimate Guide to Brand Psychology.

Get your pans ready, it’s time to lightly fry the books*. Investing in your business before EOFY is like pulling off a heist, except everything's legal and the only thing you're stealing is your accountant's heart. Plus, you get a shiny new brand or killer copy out of it. Win-win!

You heard me. AI copywriting is killing your brand.

We’re investigating its murder.

A holiday gift guide of our client creations and few other approved pieces!

Our brains process and store information in predictable ways. Four to be exact…

By leveraging how our brains naturally work, you can create more impactful, memorable campaigns that truly stick with your audience.

This blog post will save you from the trap of the cringey Canva template logo that screams ‘unprofessional’.

A brief summary of how we got our name, the meaning behind it and the case for contextual based segmentation and purpose branding.

In this edition of the Milkshake blog, I encourage my readers to eat cake for educational purposes.

Chef’s Table approached Milkshake looking for a new brand identity that better communicated their ethos and offering. Here’s what we cooked up.

The Von Restorff Effect is a seemingly simple concept that is wildly under-utilised. Learn the psychological reason why going against the grain with your branding or product can embed your brand in your audience’s mind.