Behavioral thinking: the solution to brand growth in an era of adversity?

For part two of a series on hacking the consumer journey, Initials' Annie Little looks at how brands use behavioral science to influence how they are perceived. 
In the first of this two-part series we spoke about how brands should apply a life-centric, behavioral science lens to consumer journey planning. This allows brands to move away from linear models and better adapt to the demands of consumers in real time.  
As we head into the winter months and enter the de