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Rory is the vice chairman of Ogilvy UK, which is one of the biggest marketing and advertising companies in the world. He's the author of the book Alchemy: The Surprising Power of Ideas That Don't Make Sense and his TED talks that have been viewed over 7 million times. In the conversation Rory gives me a masterclass in marketing and advertising ,and reveals the marketing secrets brands use to change our perception of products and influence our behaviour. Enjoy :)

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(00:00) Intro
(01:52) University and your view on education
(10:29) The power of statistics
(23:30) You should always ask why
(25:09) The doorman fallacy
(28:40) Consumer psychology
(32:33) Why you should dare to be trivial
(43:19) Building talkability into a product
(54:48) What got your interested in marketing?
(01:03:33) How most businesses are optimised
(01:04:06) User imagery vs target audience
(01:07:00) How you become the perfect brand
(01:08:33) Evolutionary psychology and products
(01:16:00) The importance of longitudinal questions
(01:18:16) Why new ideas are slow to take off
(01:20:53) Rebrands and longevity
(01:30:37) Brands lead to better products
(01:32:24) What don't people like about advertising?
(01:42:55) Psychological value
(01:48:47) Happiness
(01:56:44) Book recommendations

🔗 CONNECT WITH RORY

📕 Alchemy: The Surprising Power of Ideas That Don't Make Sense - https://geni.us/TcHm5z
🐦 Twitter - https://mobile.twitter.com/rorysutherland
💻 Website - https://www.ogilvy.com/uk/team
👥 Linkedin - https://www.linkedin.com/in/rorysutherland/?originalSubdomain=uk

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