How Yorkshire Tea became Britain’s No.1 Tea - Dom Dwight

Richard is author of the No.1 Marketing Book The Choice Factory which was the winner of BBH’s World Cup of Advertising books in 2018 beating some industry heavy-weights. Richard has 20 years of experience in Advertising planning, market research and behavioural science and last year made the big leap to set up a consultancy following the success of his book.In this episodeHow he ended up writing the best-selling marketing book of 2019Why behavioural science should matter to every marketerWhy rhyming phrases are not just more memorably but also more believable tooHow the decline in CMO & agency tenure is impacting on long term effectivenessHow our own experience impacts on our perceptions (the false consensus effect)The impact of social proof on sales and how to use itWhy you’ll spend less on a night out when paying cashHow making something easy is a huge competitive advantageWhy branded glasses make beer taste better and worth moreWhy a 4.5* review beats a 5* review (the pratfall effect)How many of the best ideas happened by accident but were Follow me:Twitter | @uncensoredCMOLinkedInGet in touch:Website | www.uncensoredcmo.comEmail | jon@uncensoredcmo.comFollow Richard:Twitter | @rshottonThe Choice Factory

16 Des 201950min

When I say CMO what do you think of? I know, for me, I think boardroom politics. I think carefully managed messages. I think slick presentations. But what I don't get is, I don't get an honest answer. I don't get to know what they really think. I don't get to know how have they got where they are today, and what has shaped and influenced their career. And that got me thinking, wouldn't it be great if we had a podcast that asked some of the tough questions that get to the heart of what's going on. One that takes you behind the scenes to see how it really works. That's where the idea of Uncensored CMO came from.I want to connect you to the best marketers on the planet. The people that have founded and run ad agencies, the people that do the most amazing research and the people that influence people through PR. I want to get to those people and find out how it actually works. Tell me the things that have gone well. Tell me the things that have failed. Let me give you a little flavour to season one. I'm gonna be meeting people like Adam Morgan who founded the whole idea of challenger brands. I asked him, "How do you make a great challenger brand?"The whole world of influencers, to me, was quite mysterious, but I went and met Arron Shepherd, he co-founded The Goat Agency, and I asked him about what a successful influencer campaign looks like.Or, someone like Ian Millner, global CEO and founder of Iris. What's it like running a big ad agency? How do you get great work and how do you measure great advertising? What does a modern brand today have to do to stand out and be successful?These are just some of the conversations I've been having, and there are loads more to come.So I really hope you'll listen and subscribe to The Uncensored CMO. I'm gonna be launching this podcast on 16th December so set a notification, remind yourself to subscribe.You can also follow me on Twitter, @UncensoredCMO. I look forward to having a great conversation with you.

5 Nov 20192min