Unlock brand growth with marketing's secret weapon, with Richard Shotton
“Behavioural science is the most relevant field out there for a marketer. If you are in marketing, you are in the business of behaviour change.”
Our guest on this episode of The Persuasion Game podcast is Richard Shotton, a behavioural science expert and author of The Choice Factory and Hacking the Human Mind.
Richard shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands.
He has an incredible wealth of knowledge and enough real-world examples to fill a book (or three).
Among them, how Monzo and Aperol use ‘social proof’, how Kraft understood the say-do gap and how ‘making it easy’ can transform a brand’s fortunes.
Hacking the Human Mind:
https://www.waterstones.com/book/hacking-the-human-mind/michaelaaron-flicker/richard-shotton/9781804091326
The Choice Factory & The Illusion of Choice
https://www.astroten.co.uk/the-choice-factory
Richard’s newsletter: https://astroten.us19.list-manage.com/subscribe?u=6ad73155a84f0c05285e72212&id=4a2da629fc
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:03) The Power of Making Things Easy
(07:48) Social Proof and Its Impact
(13:09) The Say-Do Gap
(19:20) AI and Behavioural Science
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29:02
Rebranding an icon, with Chris Willingham, CMO, Brompton Bicycle
“It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.”
Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles.
Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury.
Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience.
And it’s doing it by harnessing the love of the brand that exists among its current customer base.
Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world.
He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards.
Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(04:24) The Brompton Brand: A Global Perspective
(07:54) Engaging the Brompton Community
(12:15) Balancing Functional and Emotional Benefits
(21:58) Urban Mobility and Future Innovations
(23:56) The Power of Purpose
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28:55
How a film transformed Johnnie Walker’s prospects, with Stephen White, Diageo
Our guest on this episode of The Persuasion Game podcast is Stephen White, Senior Vice President, North America at Diageo.
He is an expert in transforming teams, brands, innovation pipelines and businesses and has spent years working in different markets, all around the world, doing just that.
Stephen shares stories and learnings from across his 20+ years leading teams at Diageo including: brand turnarounds; managing global and local dynamics; and transforming underperforming teams.
One example Stephen shares is how a short film starring Robert Carlyle helped reframe the iconic whisky brand Johnnie Walker “we spent the amount of money we would've spent on an external film, on an internal audience, we then subsequently had 9-10 years of consistent growth.”
Johnnie Walker “The Man Who Walked Around the World”: https://www.youtube.com/watch?v=fZ6aiVg2qVk
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(03:00) Key Innovations at Diageo
(09:32) Building Trust and Empathy
(14:29) Breaking Down Organisational Silos
(20:31) Leveraging AI and Future Trends
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Why 80% of innovations fail, with Shafik Saba, Global Lead, Front End Innovation, Haleon
Our guest on this episode of The Persuasion Game podcast is Shafik Saba, Global Lead of Front End Innovation at Haleon.
He says, when it comes to innovation, you need to obsess over your brand’s core. Far too often, marketers and innovators get distracted by new extensions to their brands, which stretch the brand too far and lead to disaster. Not enough innovation is focused on driving the business that brought success in the first place.
Shafik shares his tips for striking the right balance between innovating your core and stretching into areas you authentically belong in.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:22) From Automotive to Healthcare Innovation
(11:55) Balancing Core and Expansion
(22:16) Consumer Insights and Empathy
(23:38) Shopability and Design
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Creator marketing is booming - what’s in it for you? With Fiona Hughes, Creator Marketing Expert
“The creator economy is worth about 250 billion right now. That's set to almost double in the next two years.”
Our guest this week on The Persuasion Game podcast is an expert in one of the most exciting areas of marketing at the moment.
Creator marketing is big business and there are huge opportunities for brands that get it right. But there are also potential pitfalls.
Fiona Hughes has spent over 10 years leading creator marketing across some of PR’s biggest agencies. She shares some of her experience in an area that is seemingly only going to grow and grow.
We discuss what makes a successful creator-brand collaboration, how new channels are opening up genuine two-way conversations between brands and their customers, and why you might need to check your risk appetite before diving in.
Further Reading:
Creator economy growth stats: Business Insider and Goldman Sachs
Brand-direct deals are the largest source of income for creators: Goldman Sachs
Case study: Edelman/Dove, Canada keep the grey: #KeepTheGrey | Edelman
Case study: Edelman/Ajinomoto MSGs: Ajinomoto: #CancelPizza | Edelman
Case study: Edelman/Hellman’s mayo hack: Hellmann's UK: Mayo Hack | Edelman
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:18) Understanding the Attention Economy
(05:58) The Role of Creators in Brand Communication
(11:25) Courting Controversy
(15:15) In-house Content Creation
(18:59) AI and Authenticity in Creator Marketing
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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