Why we buy what we buy - Richard Shotton
Uncensored CMO16 Dec 2019

Why we buy what we buy - Richard Shotton

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 episode

  • How he ended up writing the best-selling marketing book of 2019
  • Why behavioural science should matter to every marketer
  • Why rhyming phrases are not just more memorably but also more believable too
  • How the decline in CMO & agency tenure is impacting on long term effectiveness
  • How our own experience impacts on our perceptions (the false consensus effect)
  • The impact of social proof on sales and how to use it
  • Why you’ll spend less on a night out when paying cash
  • How making something easy is a huge competitive advantage
  • Why branded glasses make beer taste better and worth more
  • Why 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 | @uncensoredCMO

LinkedIn

Get in touch:
Website | www.uncensoredcmo.com

Email | jon@uncensoredcmo.com

Follow Richard:

Twitter | @rshotton

The Choice Factory

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(269)

Greg Hahn on why the biggest risk you can take is to be ignorable

Greg Hahn on why the biggest risk you can take is to be ignorable

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world.From Tubi's famous Super Bowl interruption campaign to turning arou...

10 Juni 59min

How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

George Felix, CMO of Chili’s, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to vi...

3 Juni 1h 4min

Tom Goodwin and Rory Sutherland Fix Marketing (Part 2)

Tom Goodwin and Rory Sutherland Fix Marketing (Part 2)

Rory Sutherland and Tom Goodwin return for part two of our wide-ranging conversation on the future of marketing, creativity, and business.From driverless cars and Silicon Valley thinking, to the dange...

27 Maj 1h 4min

Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad cho...

20 Maj 1h 3min

How to manage a crisis with ex United Airlines Chief of Comms, Jim Olson

How to manage a crisis with ex United Airlines Chief of Comms, Jim Olson

Jim Olson has spent his career helping businesses navigate moments of intense pressure from corporate crises to deeply personal challenges, running comms at United Airlines and Starbucks. In this epis...

13 Maj 44min

Marketing lessons from 20 years at Google - Dan Taylor

Marketing lessons from 20 years at Google - Dan Taylor

Dan Taylor has spent over two decades at Google, helping shape how brands grow through search, media, and technology. Today, he leads global advertising at one of the world’s most influential companie...

6 Maj 48min

How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

Zena Arnold, CMO of Sephora, joins us to break down how one of the world’s most influential beauty retailers continues to set the standard for brand, community, and culture.From standout branding to r...

29 Apr 43min

Marketing in the age of AI with Adobe Enterprise CMO, Rachel Thornton

Marketing in the age of AI with Adobe Enterprise CMO, Rachel Thornton

Rachel Thornton, Enterprise CMO at Adobe, joins us to unpack how one of the world’s leading technology companies is navigating marketing in the age of AI. From brand building in B2B to launching compl...

27 Apr 39min

Populärt inom Business & ekonomi

framgangspodden
varvet
badfluence
uppgang-och-fall
rss-borsens-finest
avanzapodden
svd-tech-brief
lastbilspodden
fill-or-kill
rss-dagen-med-di
bathina-en-podcast
rss-inga-dumma-fragor-om-pengar
borsmorgon
24fragor
rikatillsammans-om-privatekonomi-rikedom-i-livet
rss-kort-lang-analyspodden-fran-di
tabberaset
market-makers
rss-hos-psykologen
rss-den-nya-ekonomin