Adam Ferrier

In this intriguing discussion, Adam Ferrier, a consumer psychologist and co-founder of Thinkerbell, unpacks how reverse psychology can reshape marketing strategies. He highlights Jetstar's PR challenges, explaining how negative perceptions make them compete fiercely with Air New Zealand. The conversation delves into reactance, illustrating how telling consumers to 'not' do something can actually boost their desire. Ferrier also shares insights on emotional ad effectiveness and the power of 'don't' messaging, revealing real-world campaign successes and the dynamics of consumer behavior.

In this engaging discussion, Adam Ferrier, a consumer psychologist and co-founder of Thinkerbell, challenges conventional wisdom about being "customer-obsessed." He argues that brands risk losing their identity by solely catering to consumer demands. Instead, he champions the importance of strong brand leadership, using examples like Apple and IKEA to illustrate how a clear brand vision can transcend customer convenience. Ferrier emphasizes a company-wide approach to branding and critiques traditional focus groups, advocating for innovative ways to integrate creativity and brand distinctiveness.