Interview with Phil Barden: author of Decoded

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

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Uncuffed

1
S4, E1 - Day One 7:38

5 weeks7:38

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7:38

Last summer, something monumental happened. One of Uncuffed's founding producers, Greg Eskridge, came home after more than 30 years in prison. In this episode we’ll bring you back to that emotional day last summer when he walked out of the San Quentin gates, free at last. Our work in prisons is supported by the California Arts Council, the California Department of Corrections and Rehabilitation, independent foundations, and donations from listeners like you. Learn more, sign up for Uncuffed news, and support the program at www.weareuncuffed.org Follow us @WeAreUncuffed on Instagram and Facebook Transcripts are available within a week of the episode coming out at www.kalw.org/podcast/uncuffed…

körülbelül egy éve 49:09

MP3•Epizód kép

In this episode MichaelAaron and Richard sit down with Phil Barden, author of Decoded and Managing Director at DECODE Marketing. His excellent book was one of the earliest to look at how ideas from neuroscience and behavioral economics could be used to improve marketing.
Phil covers how best in class brands like Apple apply these principles but also how he has personally used behavioral science in his work at T-Mobile.

57 epizódok

#Business #Marketing #Consumer Behavior Lab

Interview with Phil Barden: author of Decoded

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

published körülbelül egy éve

Megosztás

MP3•Epizód kép

57 epizódok

#Business #Marketing #Consumer Behavior Lab

Todos os episódios

1
Interview with Roger Dooley: author of Brainfluence 35:43

5 napja35:43

35:43

In this episode we talk with Roger Dooley author of Brainfluence. In a wide-ranging conversation, we start by covering the importance of focusing on making whatever behaviour you want to encourage as easy as possible. Then we move on to the importance of experimentation and how brands can work out which, of the many behavioural biases that have been discovered, they should prioritize.…

1
Eleven Madison Park: How Applying Simple Principles From Behavioral Science Helped It Become The Best Restaurant In The World 30:40

11 napja30:40

30:40

In this episode we look at the rise of Eleven Madison Park to become the most critically acclaimed restaurant in the world. In particular we focus on their legendary customer service and how they used techniques like the peak-end rule to enhance diner’s memory of the visit. The lessons are relevant for all brands - not just those involved with fine dining.…

1
Interview with Sarah Carter: co-author of "How Not to Plan" 1:00:04

18 napja1:00:04

1:00:04

In this episode we sit down with Sarah Carter and discuss how marketers can best use behavioural science. We focus on using behavioural science for good, whether that’s encouraging people to eat veg, take the train or practice safe sex. During a wide-ranging conversation with one of ad land’s brightest luminaries we cover biases from the ostrich effect to social proof, reframing to the illusion of control.…

1
Kraft Mac and Cheese: how to overcome the pitfalls of launching a healthier variant of your product 29:28

25 napja29:28

29:28

In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations. Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.…

1
Interview with Todd Rogers: author of Writing for Busy Readers 36:16

5 weeks36:16

36:16

In this episode Richard interviewed Harvard professor Todd Rogers. Todd’s experiments apply behavioral science principles to copywriting to make it more effective. In this discussion we cover Todd’s key findings, such as the proven value of brevity, simple language, and designing for easy navigation. The episode is full of simple tactics that you’ll be able to apply immediately to your writing.…

1
Pret a Manger: bouncing back from the pandemic with behavioral science 23:03

6 weeks23:03

23:03

In this episode, we look at the success of Pret a Manger – especially how they managed to recover so strongly after the pandemic, despite increasing numbers of office workers staying at home. We look at two main biases that they have successfully harnessed: the sunk cost effect and the power of variable rewards…

1
Interview with Seth Stephens-Davidowitz: author of Everybody Lies 49:01

7 weeks49:01

49:01

We talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.

1
The Replication Crisis: How to Avoid Basing Your Marketing on Bogus Findings 24:38

8 weeks24:38

24:38

In this episode, we discuss the replication crisis. By that we mean, when academics have re-run some behavioural science studies, they have found different results to the original experiment thereby invalidating it. We cover some of the most famous studies that need to be avoided and how you can have confidence in the findings that you’re applying.…

1
How to change habitual customer behavior in the New Year 27:52

11 weeks27:52

27:52

In this episode we return to the question of how to break old consumer habits and build new ones. We cover four new studies, each of which has practical implications for brands. We begin by looking at when people are open to changing their behavior and discuss the fresh start effect and the destabilizing effect of life events. We then turn to the behavioral science of building new habits and look at the foot in the door technique and the perennial question - how long does it take to form a new habit?…

1
Interview with Phil Barden: author of Decoded 49:09

13 weeks49:09

49:09

In this episode MichaelAaron and Richard sit down with Phil Barden, author of Decoded and Managing Director at DECODE Marketing. His excellent book was one of the earliest to look at how ideas from neuroscience and behavioral economics could be used to improve marketing. Phil covers how best in class brands like Apple apply these principles but also how he has personally used behavioral science in his work at T-Mobile.…

1
Gift Giving 29:23

15 weeks29:23

29:23

In this episode we look at a range of behavioral science experiments that shed light on effective gift giving. These are useful because our intuition about what receivers want is often off the mark. In particular, we cover experiments showing how spending on others is a better way for givers to boost their own happiness than spending on themselves and why receivers tend to prefer experiences rather than material gifts. While there are plenty of personal applications for these findings we also focus on the implications for brands.…

1
Les Binet Uncovered: Surprising Secrets of Ad Effectiveness You May Have Never Heard Before 59:24

17 weeks59:24

59:24

In this episode we talk with Les Binet, co-author of The Long and the Short of it about his research into effective advertising. We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the “dark matter of effectiveness”: price effects.…

1
Get Out the Vote: How Behavioral Science Can Boost Voter Turnout 26:54

19 weeks26:54

26:54

In this special episode, we discuss how behavioral science can be used to encourage voter registration and turnaround. We cover well known ideas like social proof including some of the most relevant nuances and how it’s often misused by campaigns for good. We also turn to lesser known research by Bryan on how we label behavior can have a significant effect on whether it occurs.…

1
How Indulgence Brands Can Benefit From Moral Licensing 19:02

21 weeks19:02

19:02

In this episode, we explore how indulgence brands like soft drinks and ice creams can use behavioral science principles. We discuss moral licensing, where people overcompensate in one area after behaving virtuously in another, and how brands like Miller and L'Oreal have applied this insight. Lastly, we examine a study by Read, showing how shoppers make different choices when picking for their current versus future selves.…

1
How Brands Win with Matt Johnson, author of Blindsight 44:07

23 weeks44:07

44:07

We talk with Matt about his favorite practical examples of behavioural science being applied by brands. We cover how Pret a Manger use uncertain rewards to excite customers, how Perrier harnessed the principle of essentialism to launch in the US and why more brands should think about marketing to groups rather than individuals.…

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Behavioral Science For Brands: Leveraging behavioral science in brand marketing. « »
Interview with Phil Barden: author of Decoded