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How not to plan - Les Binet & Sarah Carter

Uncensored CMO

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How Not to Make Sense, Sarah?

The number one thing that captures the most attention and creates the most emotion was animals, right? Totally. This is really geeky point. Orlando did this amazing correlation between different features and advertising and their level of attention. And it just, you know, don't come back to indifference again. You want to entertain people and a lot of the stuff that's most entertaining doesn't make rationally. The customer's not nearly as rational as we think they are.

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