Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Phil Barden, author of Decoded, on how to apply neuroscience to marketing
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Dec 5, 2024 Phil Barden, Managing Director at DECODE Marketing and author of 'Decoded', discusses the fascinating intersection of neuroscience, behavioral economics, and marketing. He sheds light on how T-Mobile harnesses behavioral science to enhance customer experience. Barden explores how top brands like Apple utilize sensory experiences and packaging to forge deeper consumer connections. He also delves into human motivations in marketing and the impact of cognitive processes on decision-making, showcasing the power of slight adjustments to boost sales.
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Panic to Decode
- Phil Barden panicked while working at T-Mobile because expensive market research wasn't yielding useful results.
- He then discovered behavioral science through Decode, a consultancy founded by a neuroscientist and a cognitive psychologist.
Resistance to Change
- Despite Barden's evangelism for behavioral science, his former colleagues at Unilever were resistant to change.
- This led him to write "Decoded" to establish a thought leadership platform and gain wider acceptance for his ideas.
Apple's Packaging
- Apple's packaging is meticulously engineered, focusing on tactile experience and gradual reveal.
- This creates a sense of anticipation, ownership (endowment effect), and perceived value, contributing to brand equity.
