A recent survey revealed 89% of brand marketers expect to compete primarily on customer experience by 2016. Despite this, delivering and differentiating customer experience remains a difficult challenge for brand leaders and managers. There is a big leap from consistent, engaging brand communication to a consistent, engaging customer experience. To achieve this you need to... Continue Reading →
The UK Labour party have a new leader. Jeremy Corbyn has achieved a major victory over Yvette Cooper, Andy Burnham and Liz Kendalle. Credit and congratulations go to Corbyn who following 90 days of campaigning secured 59% of the votes from the 400,000+ who participated. The result is also a lesson in the importance of accessibility,... Continue Reading →
'When to rob a bank' is, in fact, the latest book from the Freakonomics co-authors and the reason Stephen Dubner recently visited London. Sourced from a decade of blog articles it provides numerous (often provocative) observations on decisions that appear to be wrong - at least from the perspective of rational economics. These include the way we... Continue Reading →
Manchester City have paid a remarkable £49 million for the Liverpool winger Raheem Sterling. A player who scored just 7 goals last season. This appears to be an irrational amount – certainly compared to top performers such as Chelsea's Player of the Year, Eden Hazard, who was bought for around £35 million. Of course we... Continue Reading →
One of my most exciting 'behaviour change' briefs has been the development and delivery of an Innovation Academy for managers in a leading global FMCG business. Following the success of 8 academies, involving more than 200 participants I have captured 5 learning points I will retain for future projects: The project background The brief was... Continue Reading →
My thinking has certainly been shaped by the likes of Dan Ariely, Richard Thaler and particularly Daniel Kahneman. More importantly, I have seen the consideration of relevant behavioural biases and influences support improvements for clients with marketing or innovation challenges. I therefore embrace Behavioural Economics as something that offers actionable benefits for brand leaders. However,... Continue Reading →
I have some sympathy for the UK election pollsters who now face the prospect of an independent inquiry, alongside a tidal wave of critical comment. Given the 'systematic overstatement' of the Labour share there is undoubtedly an issue of accuracy. But this will be true of most research that relies on claimed and anticipated behaviour.... Continue Reading →
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