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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
The Practical Application of Behavioral Science with Kate Waters
Sep 12, 2024
Kate Waters, an ad agency founder, dives into the fascinating world of behavioral science in marketing. She highlights how the Automobile Association transformed its image into a 'fourth emergency service' through strategic language changes. The discussion also covers Spotify's unique features like Spotify Wrapped, showcasing how social influence shapes engagement. Waters emphasizes the critical balance between data-driven decisions and creativity, and shares insights on overcoming choice paralysis in digital platforms.
48:10
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Quick takeaways
- Kate Waters emphasizes the transformative impact of behavioral science on advertising, showcasing how strategic language reframing can redefine brand perception and drive consumer engagement.
- The evolution of the Zoe app illustrates the successful integration of scientific authority and appealing branding, demonstrating that health can be marketed as desirable rather than austere.
Deep dives
Kate Waters' Career Journey
Kate Waters shares insights into her career trajectory, which began at advertising agencies like Euro RSCG before she founded Now Advertising. Currently, she serves as the Director of Client Strategy at ITV, a prominent commercial broadcaster in the UK. Her role marks a shift from working deeply with a few brands at an agency to managing strategies for over 300 diverse brands, showcasing a significant evolution in her professional experience. This change has equipped her with a broad perspective on the advertising landscape, allowing her to support both large corporations and emerging businesses in maximizing their television advertising efforts.
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