To grow your brand or business you need to get someone to change their behaviour. That could be choosing your brand in preference to others, consuming more or, perhaps, trying a new product or category for the first time. The problem is that consumers and customers can be very attached to the status quo. The... Continue Reading →
When innovating to deliver growth I have noticed a tendency for teams to start with product ideation and then progress to packaging as a support for their product ideas. But with the pack first to engage shoppers and usually representing a fraction of the cost of product the risk is that significant profitable growth opportunities... Continue Reading →
In a recent workshop I used the brilliant example of skin care brand Sol De Janeiro to demonstrate the value of understanding behaviour. It is an example worth sharing... Sol De Janeiro with Ogilvy Brazil created ‘Tattoo Skin Cancer Check’ to increase early detection of skin cancer - the most common type in Brazil, with a rising incidence among... Continue Reading →
It is difficult to get excited about financial products, particularly 'death insurance' but with Vitality Life Insurance I can get somewhere close. Here we have a Life Insurance that is designed and communicated with insight on how to change behaviour. As Vitality recognise thinking about Life insurance is something we avoid. Without a prompt very... Continue Reading →
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 →
Today is the day I should really be planning my new consultancy - turning the dream of lucrative and stimulating self-employment into a reality. A couple of hours in and I am already procrastinating with a blog article (which I feebly justify as good for my profile). In recent years I have taken an interest in... 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 →
Richard Thaler was in London this month discussing his new book Misbehaving. It chronicles the development of Behavioural Economics, how this challenged established rational models of economics and the growing practical application by governments globally. (Most notably the UK Behavioural Insights Team which Thaler has supported). It was Thaler’s response to one of the final... Continue Reading →
My home team Norwich City will meet Middlesbrough at Wembley next Monday for the Championship Play-off Final! The man with the unenviable job of refereeing the game is the very experienced Mike Dean who not surprisingly has a great track record of dealing with some of the biggest matches in Europe. This is just as well... Continue Reading →
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