Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Interview: Matt Johnson, author of Blindsight, on the behavioral science lessons of Pret a Manger and Perrier
Sep 26, 2024
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.
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Quick takeaways
- Brands like Pret a Manger leverage unpredictable rewards to enhance customer satisfaction and create memorable experiences, driving loyalty.
- Targeting consumer groups, as seen with Thinx, fosters supportive communities that facilitate behavior change and product acceptance in marketing.
Deep dives
The Intersection of Behavioral Science and Marketing
Behavioral science provides critical insights into consumer behavior, emphasizing its importance in marketing strategies. The conversation highlights the journey of transitioning from academic understanding to practical applications in the business world. A fundamental curiosity about human decision-making drives the exploration of brand loyalty and experiential marketing. This intersection offers valuable insights for brands seeking to deeply understand and effectively serve consumers.
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