22 Laws of Food & Drink Marketing You've Probably Never Heard Before - Rory Sutherland

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Apr 8, 2024

Marketing expert Rory Sutherland discusses 22 Laws of Food & Drink Marketing, including ideas having sex for progress, the football-ification of politics, luxury beliefs, making niche ideas mainstream, and the influence of human behavior on society.

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INSIGHT

Local vs Global Happiness

People are generally happier with their local lives than the state of the world.
This is because our lives are experienced locally, not globally.

INSIGHT

Human Nature

Humans are 90% chimp and 10% bee, meaning we are both selfish and cooperative.
This duality makes us successful as a species because we can cooperate and compete.

INSIGHT

The Dichotomy of Opinions

Expressing moderate opinions on Twitter gets no traction.
Extreme, contrarian opinions garner more attention in social media.

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Absolutely thrilled to welcome back the UTTER LEGEND, Rory Sutherland for a part three podcast
It’s long and laden with wisdom.
Relax.
Take it in slowly.
Maybe over a couple of sitting.
Maybe in one. Up to you!
The 23 Laws:

Ideas Having Sex = Progress: Why Lucky Saint | B Corp™ is having Sex with WHOOP and Planet Organic Ltd Should Get Jiggy with Iceland Foods
The Football-ification of Politics and Vegan Meat: We Must Learn "Evolution" = The Adjacent Possible"
The Danger of “Luxury Beliefs” in Food & Drink: “I am right, you are wrong, you dumb piece of sh*t” .
Why Marketers Must Realise the Difference Between the “Theoretically Perfect” vs. “Intermediate Possible”
How To Make Niche Ideas Mainstream, MOST of Society wants to “Walk Down The Middle” - Start where you are. Use what you have. Do what you can
Why Human Beings Are 90% Chimp and 10% Bee - Individual vs. Collectivism and the spread of ideas
Why Hipsters Raise the Ceiling, Chains Raise the Floor. Hipsters are The Foot Soldiers of Gentrification
Where to Position Yourself on Skanky-Wanky axis as a brand or restaurant
The Neuroscience behind McDonald's and KFC UK & Ireland’s Insane Marketing: Brain creates expectation Vs reality
Reverse Engineering GAIL's Success: Gratuitous Perversity + High Customisation = Localised Scale
The Burger Effect and Herbert Simon’s Satisficing: People buy not because it’s good, BUT, because it’s not bad.
Never Forget: Larger Drinkers Drink The Advertising Not The Beer
How to Commit Brand-icide (1): Focus on Short Term Expediency > Long term relationship
How to Commit Brand-icide (2): Neglect SCARF. Status. Certainty. Autonomy. Relatedness (relationship). Fairness
Why a Bowl of Ramen Is The Best Analogy for Culture. Broth = Culture.
The Parallels of Food NPD and Comedy: Slow feedback Vs Fast Feedback
The Pie Shop Renaissance: How to Increase the Price of Pies To Turn Them Into Nando's UK & IRE
Honest Burgers Ltd: How To Keep The Magic as You Scale
Do you get Feedback like David Bowie or the X Factor. Curse of averages
The fact more people collectively make better decisions is both WRONG and RIGHT
Japanese Kudo Principle for Brand Building: Table Stakes + Performance Attributes + Delight attributes (Tangential)
Unpacking The Buddhist Ying and Yang of a Pot Noodle

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