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142 episódios
Interview: Les Binet, co-author of The Long and the Short of It, on why volume is a cost and how discounts erode pricing power
28/10/2026 | 1h 10minLes Binet makes the case that two-thirds of price promotions lose money, and that cutting them could fund the bigger budgets brands need. He joins MichaelAaron and Richard to explain why volume is a cost, how discounting erodes pricing power, and when promotions can actually pay off.Advanced Social Proof - Why implying popularity can be more effective than explicit claims
21/10/2026 | 42minAll "social proof" isn't created equally. Richard and MichaelAaron unpack studies showing it grows stronger with uncertainty, fear, youth, and collectivist cultures, backfires with wealthy tax debtors, and works best when implied, from Aperol's unmistakable orange spritzes to labeling products 'sold out.'How Novartis used humor and NFL tight ends to tackle the embarrassment keeping men from prostate screening
14/10/2026 | 34minRichard and MichaelAaron unpack Novartis' campaign 'Relax Your Tight End', winner of the Pharma Grand Prix at Cannes Lions. They explore why present bias lets a moment of embarrassment outweigh long-term health, how humor sidesteps the ostrich effect where fear fails, and why a mix of messengers can beat one big celebrity.Award-Winning Campaigns - How KitKat turned a stolen truckload of chocolate into a Cannes Grand Prix by making scarcity the story
07/10/2026 | 30minAfter 12 tons of KitKat bars vanished the week before Easter, the brand turned a supply chain crisis into a Cannes Grand Prix winning campaign. MichaelAaron and Richard unpack the scarcity, Zeigarnik and IKEA effects behind it, and how brands can turn spectators into participants in a story.Award-Winning Campaigns - How Wisła Kraków turned a legal requirement into a 42% attendance increase
30/09/2026 | 36minPolish law requires every club to identify each fan entering the stadium. Wisła Kraków's Football Club turned that compliance database into the Lucky Fan Index, a metric for how much luck each supporter brings, and game attendance rose 42%. MichaelAaron and Richard dissect the superstition research behind it.
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Sobre Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
The Consumer Behavior Lab is dedicated to teaching marketersacross the United States how behavioral science principles can beapplied to help their brands. By decoding the underlying motivationsof how consumers make decisions, the CBL seeks to make a betterindustry - where both brands and agencies put proven sciencebehind their decision making.
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