Choco Rice instead of Coco-Pops, Snack Noodle instead of Pot Noodle, or Sainte Etienne instead of Stella Artois. Own-label brands dominate the supermarket, accounting for over half of British grocery sales. But copycat branding can be detrimental to the market and the consumer. So, why and how do copycat brands work?

Ostentatious logos fell out of fashion a long time ago for many, but according to new research, people prepared to flash a Chanel-stamped handbag or Gucci-emblazoned pair of sunnies could be more likely to do well in social situations. Is the perfect job interview attire really billboard chic?

“If there was a force on the planet that influences what you wear and buy, wouldn’t you want to understand that?” implores consumer neuroscientist Dr. Carl Marci. Fashion purchases are social signifiers that are steeped in emotion. So why isn’t the industry invested in the science behind it?

There's one rule that explains how trends catch on; visibility. And more than half of us are now willing to pay more for products that are visibly socially responsible. Professor Lynn Kahle, who studies brand values, explains to Canvas8 why a brand’s values matter and how they influence people.