Rory Sutherland: Why Following Logic is Dangerous For Challenger Brands, Act Foolish To Unlock Opportunities Your Competition Don’t See

9 snips

Oct 2, 2023

Rory Sutherland discusses the dangers of following logic for challenger brands and the importance of acting foolish. Topics include the problem with purpose-led brands, creating gratuitous perversity to stand out, and the magic of post rationalisation. The podcast also delves into the role of humor in branding, exploring Boeini for small and big brands, and embracing mistakes in the creative process.

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Introduction

00:00 • 2min

The Horror Story of Dodgy Barcodes and the Solution from GS1 UK

02:13 • 3min

Reflections on the First Live Podcast with Audience and the Benefits of Feedback

05:04 • 2min

The Role of Humor in Branding and the Importance of Communication

07:22 • 8min

Seeing Things from a New Perspective

15:36 • 25min

Exploring the Benefits of Using Boeini for Small and Big Brands

40:06 • 2min

Embracing Mistakes and Serendipity in the Creative Process

42:11 • 20min

The Fascination with David Ogilvy

01:01:43 • 14min

The Power of Brand Partnerships and Breaking Misconceptions

01:15:20 • 2min

Lessons from Marketing Gurus and the Power of Perception

01:17:48 • 4min

Perfecting the Extraordinary Bacon Sandwich

01:21:24 • 2min

Tacit Knowledge and Everyday Actions

01:23:03 • 10min

Diverse Dietary Requirements and Social Decisions

01:33:13 • 22min

Designing a Welcoming Restaurant and Exploring Food Concepts

01:55:08 • 21min

Pizza Perception and Alternative Establishments

02:15:57 • 13min

You’re being too smart.

And, it’s killing your brand.

Following logic.

Leaning on experience as a crutch.

When, ostensibly, it’s a shackle.

Petrified of looking dumb.

We pre-rationalise decision making.

So many brands, including myself, after a honey-moon of magical momentum become sterile, pallid, bland.

This moment is VERY dangerous for challenger brands.

The Dip.

Trough of Sorrow.

Really bloody hard bit.

Rory says here, we must ditch experience and logic.

Instead, act with child-like wonderment and playful curiosity.

We may, just, stumble upon a whole new bounty of opportunity, none of your competition ever saw.

Delighted to welcome back Rory Sutherland on to the poddy.

ON THE MENU:

1. The problem with “purpose-led brands” = too boring and serious, Sausage Rolls can’t solve world problems

2. Would Sushi actually taste good if it was from Somalia or Salford - provenance reframe

3. The easiest way for restaurants/brands to stand out - create gratuitous perversity - Bacon Sandwich

4. The first draft of everything is shit - pre rationalisation pisses over the bonfire of post rationalisation magic,

5. Why a Kitchen porter or corner shop worker is the best MBA - see business as whole system vs. individual components

6. Why You can't cut a sudoku: the optimisation of the parts doesn't create the optimisation of the whole,

7. The peak end rule: How am experience ends is super important - coffee and beer sommeliers

Every top food and drink founder reads our weekly Newsletter, Friday Feast - why wouldn't you?

https://hungryfeast.beehiiv.com/
Watch the full shabang on Youtube - https://www.youtube.com/@HungryFMCG/videos

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