Your Brand Is Only as Good as Your Postman: Rory Sutherland

Rory Sutherland reveals a simple truth about branding: your attitude toward a company isn’t shaped by its logo or marketing - it’s shaped by people.

In this clip, Rory shares a Royal Mail insight that changed how he sees branding. After extensive research, they found that people’s opinions of Royal Mail depended almost entirely on one thing… Whether they liked their postman.

That discovery exposes a deeper truth about marketing and behavioral science: trust is personal, not corporate.
Brands live and die through human interaction: not data, algorithms, or slogans.

Rory explains why marketers must focus less on communication efficiency and more on emotional connection. The “postman effect” proves that great branding starts with real people doing ordinary things well - every single day.

Have you ever loved a brand because of one great experience? Let us know in the comments.
Subscribe for more Rory Sutherland insights on behavioral science, branding, and creativity.