

Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories
12 snips Feb 27, 2023
Rory Sutherland, Vice Chair of Ogilvy, discusses why the opposite of a good idea is a good idea, how premium pricing affects food taste, and the value of creativity. The conversation also explores the importance of challenger brands, hipster culture, and the impact of branding on consumer behavior.
Chapters
Transcript
Episode notes
1 2 3 4 5 6 7 8 9 10
Intro
00:00 • 3min
Perceptions of Progress, Urban Development, and Innovation in Different Cities Over Time
03:28 • 3min
East London Transformation and Challenger Brands
06:36 • 6min
Unraveling the Creative Process
12:43 • 9min
Seizing Opportunities in Business and the Motivations of Challenger Brands
22:06 • 4min
Disrupting Conventional Logic in Brand Building
25:44 • 24min
Impact of Service and Setting on the Perception of Food
50:02 • 23min
Evolutionary Selection of Brands in Capitalism
01:12:53 • 12min
Exploring Indian and Pakistani Cuisine
01:25:19 • 22min
Exploring Fiction and Nonfiction Favorites
01:47:38 • 4min