Uncensored CMO The behavioural hacks that create $Billion brands - Richard Shotton
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Oct 8, 2025 
Richard Shotton, a behavioural science expert and author, dives into the psychology behind iconic brands. He reveals why the 119.5-second Guinness pour boosts credibility and how 4-star reviews appear more trustworthy than perfect scores. The discussion includes why Liquid Death thrives by breaking conventions and the allure of Aperol Spritz through distinctiveness. Shotton also highlights how humor and jingles enhance brand recall, alongside the secret sauce behind KFC’s dominance and the impactful use of concrete expressions by Apple.
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Precision Signals Credibility
- Precise numbers increase perceived credibility because people equate specificity with knowledge.
- Guinness's 119.5 seconds claim leverages this precision to signal expertise and trustworthiness.
Imperfection Increases Believability
- Perfect scores can decrease believability because people suspect manipulation.
- A slightly imperfect average (e.g., ~4.5) often feels more authentic and drives purchases.
Strategic Flaws Make You Likeable
- Small, well-timed blunders make competent people more likable by humanizing them.
- The pratfall effect only helps if competence is established first; incompetence magnifies dislike.
