First Things THRST 127 - The Psychology Behind Why We Fall In Love With Luxury Brands | Rory Sutherland
16 snips
Feb 1, 2026 
Rory Sutherland, Vice Chairman of Ogilvy and behavioural economics author, explores why personal branding gains value as AI rises. He discusses how likability and human interaction often beat technical fixes. He explains why luxury falters when it chases scale, how scarcity and curated experiences signal status, and why costly media and influencers still confer credibility.
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People Judge Brands As People
- Humans judge businesses like people and use likability as a shortcut for trust.
- Rory Sutherland argues personal reputations and visible faces often trump technical merit in decisions.
Family Firms Win Brand Trust
- Family-owned firms often build stronger brands because they prioritize customers and posterity over quarterly shareholders.
- Rory notes IPA winners were dominated by family businesses, showing long-term focus helps brand effectiveness.
Royal Mail: It’s About The Postie
- Alex Batchelor found Royal Mail's brand perception depended on whether customers liked their postie.
- Rory recounts that operational improvements barely moved attitudes but friendly posties created huge brand loyalty.
