Behavioral Science For Brands: Leveraging behavioral science in brand marketing. MichaelAaron Flicker and Richard Shotton on 100 episodes of behavioral science, brands, and ideas that actually work
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Jan 21, 2026 In a celebratory 100th milestone, MichaelAaron and Richard revisit captivating brand strategies like the ingenuity behind Aperol and Guinness. They explore the generation effect used by The Economist to enhance ad memorability and the peak-end rule at Eleven Madison Park for lasting impressions. The duo discusses clever reframing campaigns, like Texas's littering initiative, and insights on how flaws can boost brand credibility. Listeners can also expect future episodes focusing on behavioral science applications for agencies and exciting guest interviews.
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Generation Effect Improves Recall
- The generation effect makes messages stickier when audiences do a little mental work to understand them.
- The Economist used playful gaps to prompt readers to generate meaning and remember the ad more vividly.
Reframe Behavior, Don't Rewire Worldviews
- Don't Mess With Texas reframed littering as an affront to state pride rather than trying to change worldviews.
- That humble reframing delivered big behaviour change by aligning the behaviour with an existing identity.
Design A Memorable Peak Experience
- Eleven Madison Park reallocated wine budget to create a standout final wine, leveraging the peak-end rule.
- Sacrificing parity for a memorable peak made the overall dining experience more unforgettable.
