Costly Signalling: Celebrities and Credibility

Richard Shotton is a behavioural scientist, founder of Astroten and an author.

How do billion-dollar brands actually do it? From genius marketing tactics that make them instantly memorable to some of the funniest mistakes you’ve ever seen, there’s a psychology behind why certain brands stick. What are the principles top brands use, and how do they create content that people remember long after they’ve seen it?

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