23min chapter

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

Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability

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

CHAPTER

Bridging Theory and Practice in Marketing

This chapter discusses the writing process and insights behind the book 'How Not to Plan,' aimed at helping marketers learn from their mistakes. It emphasizes the importance of making behavioral science accessible to young planners and explores the integration of academic theories with real-world marketing applications. Through analyzing historical campaigns and innovative approaches, the chapter highlights the efficacy of personalized and unconventional messaging in influencing public attitudes toward condom use.

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