We are proud to announce that Professor Renana Peres, Head of the Marketing Specialization and the International MBA program at the school, has won a research grant from the ISF in collaboration with the Swiss SNSF. Together with Professor Reto Hofstetter, Professor Peres is setting out to crack the visual code of the marketing world.

In a world where social media influencers are the primary storefront for a brand, a fascinating conflict arises: where does the influencer’s personal style end and the brand's language begin?

Professor Peres explains: "The subject is the definition, measurement, and quantification of the visual style of brands: the balance between hyper-personalization and consistency. We all recognize and can describe style (a certain visual style) when we see it, but it is very difficult to define and measure it. This question is particularly important in a world where brands market themselves through influencers and content creators. There is an inherent tension between the personal style of these influencers and the style of the brand that it wishes to maintain."

The project will also include doctoral student Yulia Dovizensky and doctoral student Michal Elchanan, an MBA graduate of the Hebrew University who is currently working on her doctorate in Switzerland.

Warm congratulations to Professor Peres on the win and on groundbreaking research at the heart of one of the central issues in the contemporary marketing world.

Interested in joining the research team? If you have a strong background in programming, statistics, and data processing, and you want to be a research assistant or integrate your Master’s thesis or Doctorate in this field (we accept people from all natural sciences, cognition, and statistics), you are welcome to contact us!