Matt Johnson, author of 'Blindsight,' shares his expertise in behavioral science and branding. He highlights how Pret a Manger uses uncertain rewards to keep customers engaged. Perrier's entry into the U.S. market is framed through the lens of essentialism, showcasing the power of product origin stories. Johnson emphasizes the importance of marketing to groups rather than individuals, exploring how surprise elements can enhance consumer loyalty. His insights stress the need for brands to understand and leverage cognitive psychology in their marketing strategies.