Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Nancy Harhut, author of Using Behavioral Science in Marketing, on the behavioral triggers that boost engagement
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Sep 3, 2025 Nancy Harhut, a behavioral marketer and co-founder of HBT Marketing, shares her expertise in leveraging behavioral science for brand engagement. She discusses the power of social proof and personalized marketing, revealing how these tactics drive significant conversions, illustrated by her work with Nationwide. The episode also explores the principles of reciprocity and the effectiveness of rhyming phrases in advertising, plus how simplifying language can enhance consumer understanding and decision-making in the financial sector.
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Evidence Eases Agency-Client Debate
- Using behavioral science gives recommendations independent credibility beyond creative opinion.
- That evidence base speeds decisions and reduces subjective debates with clients.
Stack The Deck, Then Test
- Use behavioral theory to 'stack the deck' in favor of a winning test, then always validate in market.
- Expect variability: what works once may not always work, so iterate with tests.
Start Tests By Mapping Barriers
- Identify the primary barriers that keep people from acting before selecting behavioral interventions.
- Then map applicable behavioral principles and form hypotheses to design tests that target those barriers.
