The Behaviour Business Episode 10 - How Brands Help Us Buy

Why is going to a foreign supermarket so confusing? Why did the very first car ads not feature a car? And whatever happened to Douglas, the animated trombonist from the Lurpak ads?

Some brands are instantly noticeable, recognisable, familiar, and reassuring - and others are not. Millions are spent on developing and advertising brands every year - but how do they help businesses sell more? And how do we create effective brands that drive purchase?

In this episode we hear from some leading experts on how behavioural science explains how brands help us buy - in particular, how some of our most common heuristics (mental shortcuts) are actually the brands we see everyday.

We'll also find out why an ad for Yorkshire Tea reduced me to tears, and why there is always a packet of Australian biscuits in my fridge.

In this episode you'll hear from:

- Richard Shotton, author of 'The Choice Factory', on how brands help us navigate a complex world, and why it's not enough for brands to claim to have a higher purpose to sell more product;
- Eaon Pritchard, author of 'Where Did It All Go Wrong', on the value (or not) or brand tracking, the foreign supermarket problem, and why Australian chocolate tastes different;
- Oliver Payne, author and founder of The Hunting Dynasty, on the origins of brands, the first supermarkets and how brands fit into our mental models;
- Kate Waters, Director of Client Strategy at ITV, on how to create the right associations for leading brands such as Ocado and Lurpak, and the importance of imaginative repetition;
- Sam Tatam, Head of Behavioural Science at Ogilvy Consulting, on the importance of creating consistent and distinctive brands.

If you want to know how to create effective brands that make people buy, then have a listen.

Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc