Phil Barden - Using Gut Reactions to Support your Goals & Brand Strategy
Brand Tuned - Sharp Branding
In this episode, Phil Barden, author of the book Decoded - the science behind why we buy, discusses brand strategy, goals, people’s buying behaviour and how best to work with designers to create visual designs to reflect your brand. Phil bridged the gap that he identified in traditional research techniques by turning to decision science for insights into people’s buying decision. This episode is invaluable if you're looking to better understand your customers and apply your findings to developing your brand strategy. Phil talks about goals as a way to better understand people’s behaviour and explains the science behind it. In this episode we cover:Characteristics of any purchase decisionPeople’s buying behaviour, what are the systems that apply when people make a purchaseSituational examples of people’s buying behaviourHow you can properly brief designers about the goals of your brand to deliver the right outputWhat are the sources of goals and it’s three primary drivers?Understanding goals that represent your strategyHow to use your gut reaction to know whether a design is right for your brandSetting up brand strategy and how to consider goals into account You can find Phil Barden on the following social media links & his book website.Twitter - @philbardenLinkedIn - Phil Bardendecoded-book.comAccess the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.Brand Tuned's Newsletter
#076 Decoded: The Science Behind Why We Buy | Phil Barden
The Carmen Murray Show - Curious Conversations
A conversation about the science why we buy to inspire businesses.Phil Barden, MD of DECODE marketing ltd. Author of 'Decoded. The Science Behind Why We Buy'.In this episode, get ready to be inspired as host, Carmen Murray chat to Phil Barden, author of Decoded - The Science Why We Buy. They unpack Neuroscience and Behavioral Economics and how it contributes to driving more effective, action-driven marketing."In this groundbreaking book Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing.He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make their decisions. He deciphers the 'secret codes' of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility." (Goodreads.com, 2020)About your host:Carmen Murray, The original CyberPunk, (CEO of Boo-Yah! Modern Marketing Service | The Leonardo da Vincis of Marketing), Africa representative of The Connected Marketer, IAB Black Pixel Winner- Digital 2019, and nominated as one of the top women in tech, Africa-Meltwater.Email Phil Barden: firstname.lastname@example.orgFor any inquiries, more details, or requests to appear on the show, you can contact email@example.com Connect with Phil Barden on LinkedIn · Book Carmen Murray for MC or Public Speaking engagements · Learn more about Boo Yah Modern Marketing Services · Decoded: The Science Behind Why We Buy
We talk about:HeuristicsThinking fast & slow by Danial Kahneman: bookPhil's book: Decoded, the science behind why we buyThe role of neuroscience in buying decisionsThe power of brandingIf you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored by Holabrief, The go-to platform for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.
This week we’ve muscled past the marketing mafia to shakedown the Don of decision science; Phil Barden. His client-side chops cover working for T-Mobile, Unilever and Diageo, until a run-in with two Germans and a flash mob flung him headfirst into the world of neuroscience and understanding human behaviour. As MD at decision science consultancy DECODE Marketing, he’s written 'Decoded: The Science Behind Why We Buy', a best-seller with stacks of praise from the likes of Rory Sutherland. Phil gives us the lowdown on why he got into decision science, Tropicana’s failed redesign, the emotional side of Cillit Bang, scoffing Jaffa Cakes straight off the production line and tonnes more. There’s unmissable insight for brand mobsters managers too. ///// Follow Phil on Twitter. And on LinkedIn. Or drop him a line. And check out DECODE Marketing. Decoded – The Science Behind Why We Buy by Phil Barden. The Blogfather sunk his teeth into the Mouldy Whopper debate last week with help from Phil’s WARC article on the putrid patties. Book Recommendations:How Emotions Are Made by Lisa Feldman Barrett Copy, Copy, Copy by Mark Earls Alchemy by Rory Sutherland /////
Customer service and customer loyalty can be improved by using decision science - Interview with Phil Barden
Punk CX with Adrian Swinscoe
Today’s interview is with Phil Barden, MD of decode marketing ltd and author of 'Decoded. The Science Behind Why We Buy' and follows on from my recent interview: Employee engagement inside one of the UK’s best companies to work for – Interview with Keith Lewis of Matchtech This interview makes up number fifty in the series of interviews with authors and business leaders that are doing great things and helping businesses innovate, become more social and deliver better service.