Category Archives: Business

Brands are spending three trillion dollars to be forgotten, neuroscience research finds

Singapore-based brand experience agency Rebel & Soul publishes The Three Trillion Dollar Question, a whitepaper presenting the findings of a six-month memorability study across 81 participants and 24 branded adverts.

SINGAPORE, 30 June – Rebel & Soul today publishes The Three Trillion Dollar Question, a whitepaper drawing on a six-month neuroscience study to examine why most brand experiences fail to convert into long-term consumer memory.

The marketing industry evaluates brand experience through engagement metrics: impressions, reach, dwell time, and social mentions. None of those measures determines whether a brand will surface in a consumer’s mind at a future moment of purchase. 

Screen-based attention has fallen by 68% since 2004, from an average of two and a half minutes to 47 seconds in 2025, yet the dominant industry response has been to optimise for capturing more of that shrinking attention window, rather than examining whether attention is converting into memory at all.

The cost of that gap is the subject of the report. Globally, brands invest approximately one trillion dollars a year in advertising. Over a typical three-year strategic horizon, that represents three trillion dollars in collective brand-building investment. A significant proportion of that figure, the whitepaper argues, is lost to memory decay before it can influence purchasing behaviour, not because the creative failed in the room, but because most brand experiences are not designed with memory encoding in mind.

“The industry has spent years debating whether brand experience works at all. The more useful question is why some campaigns stick in memory for six months while others vanish in four weeks, and whether that’s something designers can actually shape,” says Kristy Castleton, founder, Rebel & Soul.

The study tracked 24 branded adverts across 81 participants at five intervals – immediately after viewing, then at one week, one month, three months and six months – measuring how recall curves diverge over time and what design factors predict durability. Content was scored against the INVOLVE framework, seven neuroscience-based principles for memory-encoded experience design, before testing began. High-scoring content was up to 52% more memorable at six months than content that scored below the memorability threshold. The curves produced by each tier never crossed: at every measurement interval, content that scored higher was remembered by more people, and the gap widened over time rather than closing.

One of the study’s most striking findings challenges how the industry measures experience.

Participants were monitored for brain activity via EEG, galvanic skin response, eye tracking and facial expressions during the initial lab session, signals commonly used to assess whether creative is working in the moment. But those signals did not predict which brands would still be recalled six months later.

The INVOLVE score, based on the creative’s design properties collected before participant data were collected, showed a consistent positive association with recall across all measurement intervals.

“Attention in the moment and memory over time are different outcomes, and the study shows they can diverge significantly. What the brain responds to during an experience is not the same as what it keeps. The design of the experience, rather than the intensity of the response it generates, is a better guide to long-term recall,” adds Castleton.

The whitepaper details seven neuroscience-based principles, each addressing a different aspect of how the brain decides what to encode and what to discard. They span the role of curiosity in priming neurochemical readiness for memory formation; the attention effects of novelty and broken patterns; the retrieval advantages of vivid, sensory-rich design; the encoding risks of cognitive overload and how structured information delivery avoids them; the memory effects of physical movement and embodied attention; the value of multi-sensory variety in creating multiple retrieval pathways for the same experience; and the weight that emotional peaks carry in what survives in memory weeks and months later.

Each principle corresponds to a documented mechanism in neuroscience and can be scored against the INVOLVE framework before an experience goes live. The full report sets out the scientific basis for each, alongside evidence from the six-month study and case studies from client work across Asia-Pacific.

Top UK engineers to receive The Princess Royal Silver Medal

June 29: Three leading UK engineers are to be presented with The Princess Royal Silver Medal, one of the Royal Academy of Engineering’s most prestigious individual awards. They will receive their medals at the Academy Awards Dinner in London on Wednesday 8 July from HRH The Princess Royal, who is a Royal Fellow of the Academy.

The award celebrates an outstanding personal contribution made to UK engineering by an early to mid-career engineer resulting in market exploitation. This year’s winners have used lasers and optical fibres to develop a new way of capturing information from space, created software that makes batteries more sustainable, and applied AI to make touch-responsive materials.  

The recipients of The Princess Royal Silver Medals for 2026 are:

· Dr Ian Campbell, Co-founder of Breathe Battery Technologies

· Dr Liucheng Guo, Co-founder and Chief Technical Officer of TG0

· Professor Robert Thomson FREng, Professor of Photonics at Heriot-Watt University

Luke Logan FREng, Chair of the Academy’s Awards Committee, said:

“This year’s winners of The Princess Royal Silver Medal have each pushed the boundaries of engineering. Through their research and innovative ideas, they have supported the UK in being a leader in engineering and sustainability, making significant contributions to our national economy through inspiring entrepreneurship and collaboration.”

Dr Ian Campbell, Co-Founder at Breathe Battery Technologies 

With his company Breathe Battery Technologies, Ian has discovered how to extract the most potential from batteries by improving the charging process.

By simulating the internal workings of batteries, the team at Breathe created software that gives insight on the electrochemistry and other issues that can reduce their efficiency. The software helps manufacturers to optimise battery charging and design and can be integrated without hardware changes. By extracting better performance from existing battery chemistries, this technology has the potential to reduce electronic waste and accelerate the transition to cleaner, electrified transport and devices.  

Ian achieved his PhD at Imperial College London with his research focus being lithium-ion batteries. Founded in 2019 as a spin-out from Imperial College London, Breathe Battery Technologies has now grown to operate the largest battery testing facility in London and has raised more than $33 million in funding. They have also collaborated with large corporations such as Volvo Cars, OPPO and Polestar.

Ian said:

“I am deeply honoured and humbled to receive the Princess Royal Silver Medal. Climate change and air pollution continue to threaten health and livelihoods worldwide.  By combining battery physics simulation with materials libraries built in industrial-scale labs, we can screen millions of potential designs and rapidly optimise the most promising candidates using advanced software. This capability is helping to bring cleaner, quieter, healthier and more affordable cars, trucks and energy storage systems to market faster.” 

Professor Ricardo Fernando Martinez-Botas, Head of the Department of Mechanical Engineering at Imperial College London, said:

“Ian’s success in commercialising world-class research from Imperial College London exemplifies how UK academic excellence can translate into real-world impact. His contributions are not only advancing the UK’s position at the forefront of the international battery technology race but helping to shape the future of cleaner transport.”

Dr Liucheng Guo, Co-founder and Chief Technical Officer of TG0 

Dr Liucheng Guo, who received his PhD from Imperial College London, has spent the last decade developing a first-of-its-kind “AI for Sensing” technology for electronic products, giving machines a more human-like sense of touch and enabling more intuitive interaction.

Most electronic products, from robotic skins to car seats, rely on having individual buttons for powering on and off alongside multiple sensors and parts for general use. TG0’s patented technology replaces these complex separate parts with intelligent touch-sensitive surfaces powered by lightweight embedded AI, resulting in simpler, lower-cost and more sustainable designs. The system can detect signal changes from different components, for example, detection of pressure, location, direction and movement of touch. This mimics a more human way of perceiving and processing tactile information, creating more user-centric experiences.  

The company has received support from Innovate UK, the European Innovation Council, and leading investors including Amadeus Capital Partners and Fuel Ventures. TG0 has been recognised as one of Deloitte UK’s Fast 50 fastest-growing technology companies, selected for Tech Nation’s Future Fifty programme, and received the GBx Best in British Tech Award for Deep Tech Innovation.

Liucheng is currently an Industrial Fellow of the Royal Academy of Engineering and a Fellow of both the Institution of Engineering and Technology (IET) and the British Computer Society (BCS). He was chosen to join the Academy’s Shott Scale Up Accelerator where he graduated as an SME Leader in 2019. He was also a Royal Academy of Engineering Visiting Professor in 2021 and is a STEM Ambassador, helping to inspire the next generation of engineers and innovators.

Liucheng said:

“I am deeply honoured to receive the Princess Royal Silver Medal. This recognition reflects not only my own journey, but also the dedication of my co-founder Ming, the TG0 team, investors, collaborators and mentors. I believe engineering has a vital role to play in shaping a resilient and sustainable future, creating technologies that are not only intelligent, but also accessible, energy-efficient and beneficial to society.” 

Professor Wei Liu, Professor of Design Engineering and Innovation at King’s College London, said:

“Dr Guo’s pioneering approach to low-resource, sustainable embedded AI has immense potential for growth. His roadmap includes expanding in-material intelligence into medical wearables, adaptive robotics, and next-generation sustainable manufacturing – fields that will define the next decade of engineering innovation. 

“He exemplifies the spirit of this award – engineering that transforms ideas into impact and inspires a more sustainable, intelligent world.”

Professor Robert Thomson FREng, Professor of Photonics at Heriot-Watt University 

By applying photonics to astronomy, Robert invented the integrated photonic lantern, redefining what is possible in fibre optics.

Conventional optical fibres carry data as pulses of light. Across longer distances, these are typically single mode fibres that rely on light having a single pattern as it travels. Using single mode optical fibres to collect light in astronomy is challenging because most telescopes create signals inherently composed of multiple patterns. This leads to a loss of signal and increased noise.  

To overcome this, Robert developed a new type of photonic lantern small enough to be mass produced and easily integrated into instruments for astronomy and other applications. Using ultrafast laser pulses, tiny 3D light-guiding paths are carved inside glass, creating pathways that smoothly connect the multimode light collection to single mode devices, preserving the information as it travels. Applications of Robert’s integrated photonic lanterns include capturing starlight to look for evidence of exoplanets, advanced medical and biological sensing, and next generation telecommunications.

Robert developed the first integrated photonic lanterns during his Advanced Fellowship funded by the Science and Technology Facilities Council, part of UKRI. He also co-founded a company called Optoscribe, which was later acquired by Intel.

Robert said:

“I am delighted to receive the Princess Royal Silver Medal. Throughout my career, I have been motivated by the challenge of translating fundamental discoveries into technologies that create tangible benefits for society. I have also been fortunate to work with outstanding students, researchers, clinicians and industrial partners, and this award reflects their contributions as much as my own.”  

Professor Steve McLaughlin, Vice-Principal of Heriot-Watt University, said:

“Robert Thomson’s work in ultrafast laser microfabrication has redefined the art of the possible in photonics. His seminal inventions – the 3D waveguide interconnect and the integrated photonic lantern – are not only academic breakthroughs but transformative for industry.”

India’s industrial growth rises to 5.1 pc in May

New Delhi, June 29India’s industrial growth accelerated to 5.1 per cent in May, indicating continued expansion in manufacturing, mining, and electricity sectors and reflecting sustained economic momentum.

The growth highlights improved performance across key industrial segments, supported by rising demand, stable macroeconomic conditions, and ongoing policy measures aimed at boosting production and investment.

Officials noted that manufacturing activity remained a major driver of growth, while the mining and power sectors also contributed positively to overall industrial output. The uptick signals resilience in India’s industrial base despite global economic uncertainties.

Economists said the figures point to steady recovery and expansion in core industries, supported by infrastructure development, consumption demand, and increased capacity utilisation.

The government reiterated its commitment to strengthening industrial growth through reforms, infrastructure development, and initiatives aimed at enhancing competitiveness and encouraging private sector participation.

Toyota Kirloskar Motor Concludes 37th iCARE Initiative

Chandigarh,June 29 : Toyota Kirloskar Motor today announced the successful completion of its 37th iCARE initiative under its Employee Volunteerism Program. It marks another milestone in TKM’s efforts to create meaningful social impact through employee volunteering and community engagement. Guided by the company’s core principles of continuous improvement and respect for people, the activity focused on strengthening educational infrastructure and encouraging students to make better use of library resources.

Held at Government High School, Doddaghollarahatti, Karnataka, in observance of National Reading Day, the initiative brought together 250 iCARE volunteers, including TKM employees, their family members and students.

As part of the initiative, volunteers revitalized the school’s library into a lively and student-friendly reading space by adding colorful mural arts, dusting, arranging and cataloguing books, assembling furniture and installing signage to improve visibility. Volunteers also contributed both new and pre-owned books, helping expand the library’s collection and providing students with greater access to reading material. The iCARE volunteers worked on every aspect & stage of the refurbishment, renovation & transformation process of making the library into a bright and welcoming one, ensuring that it is both functional and inviting for students.

This initiative reflects Toyota Kirloskar Motor’s ongoing commitment towards supporting national development goals, particularly in the education sector. Through its CSR efforts, TKM aligns and reinforces the Government of India’s vision under the National Education Policy 2020, which underscores the critical role of libraries as dynamic learning spaces. These institutions are essential for building foundational literacy, encouraging multilingual proficiency, enabling research capabilities and nurturing a culture of lifelong learning.

Speaking about the initiative, Mr. Vikram Gulati, Executive Vice President, Corporate Affairs and Governance, Toyota Kirloskar Motor, said,

 “At Toyota, we believe that every child deserves access to spaces that inspire learning and curiosity. A library is often the first place where students discover new ideas, perspectives and opportunities beyond the classroom. Through the 37th iCARE initiative, we have worked to create a more welcoming and engaging environment that encourages students to read, explore and learn. By strengthening access to books and learning resources, we hope to support students in building knowledge, confidence and aspirations that can help shape their future.”

Since its inception in 2017, iCARE has served as TKM’s flagship employee volunteerism initiative, encouraging employees and their families to contribute towards meaningful social causes. To date, over 4,500 volunteers have participated in 37 community programs, positively impacting more than 68,800 lives. By collaborating with local institutions and communities, TKM remains committed to creating sustainable and long-term impact across its six core CSR pillars- Education, Health & Hygiene, Environment, Skill Development, Road Safety and Disaster Management.

India’s airport sector may attract INR 4.2 lakh crore investment by 2029

New Delhi, June 29: India’s airport infrastructure sector is expected to attract investments of up to ₹4.2 lakh crore by 2029, driven by rapid growth in air traffic, expansion of regional connectivity, and large-scale modernization of aviation facilities across the country.

The projected investment reflects ongoing and planned development of new greenfield airports, expansion of existing terminals, upgradation of cargo facilities, and enhancement of aviation-related services to meet rising passenger demand.

Officials said the growth in the sector is being supported by policy reforms, increasing private sector participation, and the government’s focus on improving regional air connectivity under key aviation development programmes. The expansion is also expected to boost tourism, trade, logistics, and employment opportunities.

Industry stakeholders noted that India’s aviation sector is among the fastest-growing in the world, with rising middle-class travel demand and increased connectivity to smaller cities playing a major role in driving infrastructure requirements.

The development is expected to position India as one of the leading aviation markets globally over the coming years, with a strong emphasis on modern, efficient, and sustainable airport infrastructure.

BPCL to acquire 40 pc stake in Tiki Tar, Shell India for INR 85 crore

June 29: Bharat Petroleum Corporation Limited (BPCL) has announced that it will acquire a 40% stake in Tiki Tar Industries and Shell India Markets Private Limited for ₹85 crore as part of its strategy to strengthen its presence in the infrastructure and bitumen segment.

The move is aimed at expanding BPCL’s portfolio beyond traditional fuels and into value-added products used widely in road construction and infrastructure development. Bitumen and related materials play a key role in highways, urban roads, and waterproofing applications, and demand for these products is expected to grow with India’s infrastructure push.

Officials said the partnership is expected to bring together BPCL’s refining and distribution strengths with the technical expertise and market reach of the companies involved, creating operational synergies and improving product availability.

The acquisition is part of BPCL’s broader plan to diversify its downstream business and tap into emerging opportunities linked to India’s rapid infrastructure growth. The deal will be completed after receiving necessary regulatory approvals.

Gujarat’s iNDEXTb earns Guinness World Records recognition

Gandhinagar, June 29: Gujarat’s Industrial Extension Bureau (iNDEXTb) has received a Guinness World Records certificate for successfully bringing together 350 exhibitors in just 11 days, marking a significant achievement in promoting trade, industry, and investment.

The recognition highlights iNDEXTb’s ability to organise large-scale business events within a short timeframe, showcasing Gujarat’s strong ecosystem for commerce, innovation, and industrial collaboration.

Officials said the achievement reflects the coordinated efforts of government departments, industry partners, and event organisers in creating a platform that connected businesses, investors, startups, and entrepreneurs. The initiative also helped showcase emerging technologies, products, and investment opportunities across diverse sectors.

The Guinness World Records recognition reinforces Gujarat’s reputation as a leading destination for business and investment and underlines the state’s commitment to fostering innovation, entrepreneurship, and economic growth.

Vadodara hosts Vibrant Gujarat Regional Conference and Trade Exhibition

Vadodara, June 29: Gujarat Chief Minister Bhupendra Patel inaugurated the Vibrant Gujarat Regional Conference and Trade Exhibition in Vadodara, reaffirming the state’s commitment to promoting industrial growth, innovation, and investment-led development.

Addressing industry leaders, entrepreneurs, and stakeholders, the Chief Minister highlighted Gujarat’s business-friendly policies, robust infrastructure, and skilled workforce, which continue to make the state a preferred destination for domestic and global investments.

The conference and exhibition brought together representatives from industry, trade bodies, startups, and government agencies to showcase emerging technologies, innovative products, and new business opportunities. The platform is expected to strengthen collaboration between industry and government while encouraging investment across key sectors.

Patel said the Vibrant Gujarat initiative has played a significant role in accelerating the state’s economic growth by fostering partnerships, attracting investments, and creating employment opportunities. He encouraged businesses to leverage the conference to explore new collaborations and contribute to Gujarat’s vision of sustainable and inclusive development.

The event also featured exhibitions by leading companies, business networking sessions, and discussions on innovation, manufacturing, exports, and entrepreneurship, reinforcing Gujarat’s position as one of India’s leading industrial and investment destinations.

Embassy International Riding School Kicks Off the 16th Equestrian Premier League 2026

Bengaluru, June 29: Embassy International Riding School (EIRS), under the aegis of the Karnataka Riders Association (KRA), successfully commenced the 16th edition of the Equestrian Premier League (EPL) 2026 at its world-class riding facilities in Bengaluru.

The opening leg witnessed exciting competition in Show Jumping and Dressage, attracting riders from five states, over 10 equestrian clubs, and recording more than 300 entries across all event categories. Kiran Akhade of URB, riding SRS Newgrange, claimed top honours in the premier 130 cm Show Jumping class, while Embassy International Riding School riders dominated the Dressage events by securing all first-place finishes across the categories, making for a highly competitive start to the season.

Running from June to November 2026, EPL will feature six league shows, culminating in the Grand Finale on 28 November 2026. Over the past sixteen years, the league has established itself as one of India’s premier equestrian competitions, providing riders with a structured platform to develop their skills and compete at the highest standards.

This year’s edition offers cash prizes, awards, and championship trophies worth over ₹25 lakh, supported by EIRS and KRA, reaffirming their commitment to recognising excellence and promoting equestrian sport in India.

Speaking on the occasion, Ms. Silva Storai, Director, Embassy International Riding School, said: “We are delighted to begin the 16th edition of EPL. The league continues to provide riders with a competitive platform to develop their skills while fostering sportsmanship and excellence. We thank KRA for their continued support in encouraging equestrian talent across Karnataka and beyond.”

With the first leg concluded, riders have begun accumulating championship points, with the next leg of EPL 2026 scheduled to take place in July.

Results

Premier Show Jumping

• SJ7 – 130 cm Show Jumping: 1st – Kiran Akhade (SRS Newgrange, URB, Mumbai); 2nd – Prithiv Krishna (Pharrell, CS); 3rd – Aradhana Anand (Centuri, CS)

Show Jumping Winners

• SJ1 (60–70 cm): Nihaan G (Klaver, Covai Stable)
• SJ2 (80–90 cm):
• Sub-Junior: Bhargav Babu Velkur (Gucci Do Axe, EIRS)
• Junior & Open: Neil Kendall (Joey, Surge)
• SJ3 (90–100 cm): Ishta Iusta (Klaver, EIRS)
• SJ4 (105–110 cm):
• Sub-Junior & Junior: Rishab (Hero, EIRS)
• Open: Moksh Patel (Dakar, EIRS)
• SJ5 (110–115 cm): Barath Manoharan (Jashmir, ECE)
• SJ6 (120 cm): Kiran Akhade (Geronimo, URB)
• SJ7 (130 cm): Kiran Akhade (SRS Newgrange, URB)

Dressage Winners

• D1 – Preliminary Dressage:
• Sub-Junior: Siddharth Dutta (Bucephalus, EIRS)
• Junior & Open: Anagha (Power, Zippy)
• D2 – Sub-Junior Dressage & Open:
• Sub-Junior: Hem Kilaru (Abra, EIRS)
• Junior & Open: Eshaan Sundaram (Eotina, EIRS)
• D3 – Junior Dressage:
• Junior & Below: Eshaan Sundaram (Eotina, EIRS)
• Open: Arya Channagiri (Cloud 9, FSS)

Event Highlights

• Kiran Akhade, riding SRS Newgrange (URB, Mumbai), emerged as the winner of the prestigious 130 cm Show Jumping class.
• Embassy International Riding School riders secured multiple podium finishes across both Show Jumping and Dressage disciplines.
• EIRS riders swept all first-place finishes in the Dressage events, underlining the academy’s continued excellence in developing dressage talent.

PPDS brings modern luxury and limitless entertainment to historic five star Bellevue Syrene hotel with Philips MediaSuite TV installations

Delivering modern luxuries to the 18^th century hotel in Sorrento, Philips MediaSuite TVs with cast built in are now bringing seamless access to millions of movies, TV shows, games, and streaming apps to guests at one of Italy’s most prestigious and exquisite hospitality destinations. 

Amsterdam, June 29, 2026: PPDS, the exclusive global provider of Philips Professional Displays, is proud to announce that its market leading range of Philips MediaSuite TVs has been chosen to deliver seamless access to a virtually limitless world of personalised digital entertainment at one of Italy’s most tranquil and picturesque five star hotels, the Bellevue Syrene. 

Housed in the popular tourist destination of Sorrento in Southern Italy, and offering breathtaking views of the Bay of Naples, the cliff edge Bellevue Syrene is a truly remarkable boutique destination, offering the perfect blend of historical heritage and modern luxury to guests. 

With 51 guest rooms and suites, each meticulously designed with a sophisticated blend of modern and antique furnishings, the hotel owners sought to modernise its ageing and restrictive television system by investing in a new ‘state of the art’, fully connected and centrally managed hospitality display network. 

In partnership with trusted local integration specialist, Meginet, key requirements for the project included exceptional 4K UHD display quality and the ability to provide guests with a personalised entertainment experience, offering seamless access to their preferred streaming services, apps and on demand content from the comfort of their room. 

The Suite spot for guests

Concluding extensive market research, a fleet of 70 4K UHD Philips MediaSuite TVs – ranging from 43” to 65” – was unanimously selected and installed inside all hotel rooms, with additional units added for larger suites. 

Delivering a new benchmark for in room entertainment while placing guests firmly in control of their viewing experience, one of the standout features influencing the hotel’s decision was the inclusion of the cast feature built directly into Philips MediaSuite TVs. First introduced on Philips MediaSuite in 2019, this allows guests to wirelessly share their favourite movies, TV shows, music, photos and even business presentations directly from their personal devices to the TV. 

The Philips MediaSuite TVs solution offers a simple and intuitive user experience, with guests able to securely connect their smartphone or tablet to the TV using a unique QR code and instantly cast content from their preferred streaming services, such as Netflix and Amazon Prime Video, at the touch of a button. 

Philips MediaSuite TVs also provide guests with access to thousands of apps, games and entertainment options, creating a familiar and personalised home from home experience. 

Beyond traditional TVs

Philips MediaSuite TVs also provide the Bellevue Syrene’s AV and IT teams with complete control over the hotel’s display network using PPDS’ CMND platform. Centrally managed and fully customisable to reflect the hotel’s unique brand identity, the platform enables regular software updates, security enhancements and new features to be scheduled and deployed remotely as they become available, reducing maintenance demands. 

All TV login information is also automatically deleted upon checkout – rather than manually – adding further time and cost efficiencies. 

Furthermore, Bellevue Syrene staff can now enhance their direct communications with guests either on a collective or personalised basis, by effortlessly creating and displaying content on the TV screen, such as welcoming messages, in house information, check out details, marketing, and more. 

The installation of Philips MediaSuite has achieved all expectations from the hotel owners, staff, and guests, delivering advanced and future proofed experiences while upholding the high standards of traditional luxury hospitality. 

Claudio Napolitano, General Manager, Hotel Bellevue Syrene, commented: “When it comes to digital entertainment and information technology and communications services, we always choose partners capable of providing valuable, reliable and cutting edge technologies. Enabling us to offer our guests a truly complete and memorable stay.” 

Vittorio Acampora, CEO, Meginet, added: “Our partnership with PPDS for Philips Professional Displays is a key factor that enables us to invest in joint strategies. Providing us with a solution that combines technological innovation with ease of use.”