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You can download your copy of the report using this link.
Whilst we've got you...
Steve Martin, the CEO of Influence at Work and the author of this report, is talking at an event on the 20th April. We welcome you to attend the session, and take the opportunity to ask questions on the behavioural science research into lookalikes.
Lookalikes are a multi-billion-pound part of the UK FMCG sector and beyond, and represent a significant challenge to brand owners – in terms of the financial impact, and how to protect their brands.
Join us at The Curzon Bloomsbury on Thursday 20th April 2023, from 3pm (for 3:30pm start) to explore the psychology and impact of lookalikes and discover solutions to protect your brand. Register your interest here.
Steve Martin (Chief Executive Officer, Influence at Work, & Faculty Director of Behavioral Science, Columbia Business School (Exec.Ed.)) will disperse the findings from the recent literature review of behavioural science and research into consumer psychology and how it reveals we need to think differently about the influence of lookalikes on consumers.
Bryn Anderson (Director & Brand Practice Lead, Valuation Consulting) will look at the true impact that lookalikes have on brand owners – in terms of the hit on sales, the increased costs, and the damage to the brand value itself.
Geoff Steward (IA Director & Head of Litigation, Stobbs) will look at the legal implications of the behavioural science research and explore how brand owners can enforce their IP rights against lookalikes.
John Noble (Director, British Brands Group) will reflect on the implications for the BBG’s members and host the Q&A session with our speakers.
