Bookworm

240: Hacking the Human Mind by Richard Shotton & Michaelaaron Flicker

Jan 16, 2026
Discover the secrets behind the marketing strategies of top brands in this engaging discussion. The hosts explore the ethical dilemmas of influencing consumer behavior. Learn about the 'gold illusion' in branding and how Kraft cleverly changed ingredients unnoticed. The conversation includes insights on seasonal marketing, Apple’s iconic advertising, and the impact of packaging design. Listen in for clever tactics like charm pricing and the Got Milk campaign, while challenging the ethics of 'hacking' consumer minds.
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INSIGHT

Simplicity Strengthens Brand Messaging

  • Keep brand messages focused; claiming many benefits makes a product seem weaker.
  • Simplicity helped Five Guys succeed by doing one thing well: burgers and fries.
ADVICE

Delay Bad News Until After Sampling

  • Reveal potentially negative product information only after customers sample it.
  • Kraft quietly improved ingredients then announced it, avoiding negative taste perceptions.
INSIGHT

Tie New Tech To Familiar Contexts

  • New technology must link to familiar references to gain adoption.
  • The Newton failed because people lacked context for how it fit into their lives.
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