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 →
It's that time for personal goals for the new year. If being happier and more successful is your motivation then it is worth considering the findings of Robert Waldinger, Director of the Harvard Study of Adult Development alongside those of Shawn Achor, author of The Happiness Advantage. Waldinger's study based on 75 years of observing 724 men, 'reveals' that good relationships... 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 →
There is much to like with the new social enterprise scheme being trialled in London that gives homeless people the opportunity to staff coffee carts and earn a living wage. This not-for-profit initiative addresses a growing problem with rough sleeping in London having increased by 80 per cent since 2010. It is backed and inspired... 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 →
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