Why Ubiquity Matters or Fear (and Embrace) the Coconut

coconut

It’s fair to assume that the chances of dying of a shark attack are greater than dying from a coconut hitting you on the head, but the truth of the matter is that the latter is 30 times more likely to kill you.  Not surprisingly, there is far more news coverage of shark attacks, so, voila, we think they’re more common. This is called “the availability heuristic.”

The true power of news coverage is how it impacts the way humans process information and make judgments; it’s a mental shortcut that our brains naturally take where we assume that when a brand is mentioned frequently, it’s automatically more important, more “valuable”, just because it’s been included.

The “availability heuristic” shortcut trades on the idea that when someone easily recalls a brand’s attributes, then it must be important or more worthy than others that are not as readily recalled or discussed. In short, people will assign more value to a brand “everyone is talking about,” with no real understanding or proof of its inherent value.

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Why Ubiquity Matters or Fear (and Embrace) the Coconut

Six directions we think ICO/STOs will go in 2019

STOAt Clarity we have had an intriguing year working with a number of clients who are either preparing for an ICO (Initial Coin Offering) or are looking to consolidate and increase brand awareness after a raise.

We have written about ICOs in the past – but now is a good time to take stock and look to see if we can spot any emerging trends that will shape ICOs in the new year. Has the ICO had its day? Will it evolve into something else? Here are our thoughts.

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Six directions we think ICO/STOs will go in 2019

Meet Clarity London’s new Account Executive – Oisin Prendergast

0isinEvery now and then we give Clarity’s employees the chance to share a little more about their lives, careers and favourite things.

This time it is Oisin Prendergast, who joined Clarity in July. Here he shares how his perceptions about PR have changed, why his dream client would be a renewable energy company and the tale of his karaoke nightmare.

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Meet Clarity London’s new Account Executive – Oisin Prendergast

Six great French startups from CES Unveiled Paris

cesparis2
One of the many interesting things about CES in recent years has been the incredible number of French startups who make the trip to Vegas. The gallic contingent significantly dwarfing the entourages from any other European country. At CES Unveiled Paris , which was held in early October, attendees got a sneak preview of some of the hottest new French companies – here are six that caught our eye.

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Six great French startups from CES Unveiled Paris