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

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

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QUALIFIED: How Competency Checking and Race Collide at Work with Shari Dunn | 284 33:58

6 napja33:58

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33:58

In this episode, we delve into the concept of being "qualified" in the workplace, examining who gets labeled as such, who doesn't, and the underlying reasons. We explore "competency checking"—the practice of scrutinizing individuals' abilities—and how it disproportionately affects underrepresented groups, often going unnoticed or unchallenged. Our discussion aims to redefine qualifications in a fair, equitable, and actionable manner. Our guest, Shari Dunn , is an accomplished journalist, former attorney, news anchor, CEO, university professor, and sought-after speaker. She has been recognized as Executive of the Year and a Woman of Influence, with her work appearing in Fortune Magazine, The Wall Street Journal, Ad Age, and more. Her new book, Qualified: How Competency Checking and Race Collide at Work , unpacks what it truly means to be deserving and capable—and why systemic barriers, not personal deficits, are often the real problem. Her insights challenge the narratives that hold so many of us back and offer practical solutions for building a more equitable future. Together, we can build workplaces and communities that don’t just reflect the world we live in, but the one we want to create. A world where being qualified is about recognizing the talent and potential that’s been overlooked for far too long. It’s not just about getting a seat at the table—it’s about building an entirely new table, one designed with space for all of us. Connect with Our Guest Shari Dunn Website& Book - Qualified: https://thesharidunn.com LI: https://www.linkedin.com/today/author/sharidunn TikTok: https://www.tiktok.com/@thesharidunn Related Podcast Episodes: How To Build Emotionally Mature Leaders with Dr. Christie Smith | 272 Holding It Together: Women As America's Safety Net with Jessica Calarco | 215 How To Defy Expectations with Dr. Sunita Sah | 271 Share the Love: If you found this episode insightful, please share it with a friend, tag us on social media, and leave a review on your favorite podcast platform! 🔗 Subscribe & Review: Apple Podcasts | Spotify | Amazon Music…

2 éve 22:43

MP3•Epizód kép

Consumers do not act completely rationally when it comes to prices, but businesses can make prices more appealing by using precise pricing, charm pricing, and putting more psychological distance between the act of payment and receiving the product.

57 epizódok

#Business #Marketing #Consumer Behavior Lab

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

Pain of payment, Bezos, and basketball tickets

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

published 2 éve

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MP3•Epizód kép

57 epizódok

#Business #Marketing #Consumer Behavior Lab

Todos os episódios

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

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.…

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

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.…

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

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.…

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

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.…

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

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.…

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

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…

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

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.

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

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.…

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

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?…

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

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.…

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

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.…

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

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.…

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

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.…

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

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.…

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

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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Pain of payment, Bezos, and basketball tickets