Don't Change The Name Read online I shared a (semi) viral post about the WHSmith rebrand a few weeks back. WHSmith, a two-century-old British retailer, was sold. As part of the sale, the name had to change. WHSmith would become TGJones. For non-Brits, this name change is a big deal. WHSmith has been on British high streets for over two centuries. And there are 3 behavioural science reasons why I think this rebrand will fail. 1. Habits In Jan 2009, Tropicana rebranded. Their new sleek design...
8 days ago • 2 min read
Only One Ingredient Read online Popular British supermarket, M&S, launched an eye-catching new product range. Breakfast cereal, with one to six ingredients, listed plainly on the package. It's created to compete against the high UPF alternatives¹. Yet, I think this cereal range will succeed for entirely different reasons. Show your costs In 2020, Harvard researchers² tested the effects of showing a product's costs. Rather than just listing the price, they showed ingredient cost (and profit...
15 days ago • 1 min read
Six 1-Min Tips Read online I've just spent two days traveling from London to Valencia by train. Over the 48 hours, I saw a lot of crap messaging. The worst offender = Valencia tram ticket machine. Look at the image and ask yourself, how do I activate my ticket? A day later, I discovered it's the big red circle to the left. I believe that almost every message could be improved by behavioural science. I've collected six successful messages with BS principles behind them to prove my point....
22 days ago • 3 min read
Give Bonuses Upfront? Read online What would happen if bonuses were paid upfront? Almost every company pays out bonuses AFTER targets are hit. But why don’t companies pay bonuses BEFORE and withdraw the money if targets are missed? I accept that it could be a logistical challenge, but the potential benefits are huge. On page 71 of The Influential Mind, Tali Sharot¹ shares an eye-opening study. One group of teachers were given $4,000 and told that the money would be taken away if their...
29 days ago • 1 min read
Never Lead With Negativity Read online Last week, a student enrolled in the Nudge Unit asked me: Should I show my negative reviews? The answer is yes but with a heavy caveat. Studies show that consumers prefer a 4.8-star rating to a 5-star rating¹. The 4.8 rating feels more believable and trustworthy. So, you'll need to include a few negative reviews. In fact, an analysis of New York Times book reviews found that negative reviews increased sales by 45%² for unknown authors. A poorly reviewed...
about 1 month ago • 1 min read
Distinct But Not Different Read online Last week, I gave a keynote speech in Reykjavík for the ÍMARK conference. Want me to speak at your event? Email me (I'll give you mates' rates) I spoke about standing out and why marketers are obsessed with differentiation. It all starts with the Von Restorff effect. Distinct images stick in our minds 👇 Distinct items stand out in our minds. Not only are distinct things 30x¹ more memorable, they bend our perception. That's why the heavy metal band Party...
about 1 month ago • 1 min read
Seven Tips in Seven Minutes Read online Before Twitter turned weird, I had great fun sharing before and after tips. The good old days. I've now ditched Twitter/X because I'm an algorithm-addict and value my time. But, a few days ago, while preparing for the Nudge Unit, I stumbled upon my archives. I thought they'd make a good newsletter. So, here are the top seven psychology-inspired marketing tips: 7 Psych-Inspired Marketing Tips 1) Von Restorff Effect = distinctiveness increases recall 💡...
about 2 months ago • 1 min read
Showcase Operational Transparency Read online In Will Guidara's book Unreasonable Hospitality, he talks about a dessert trolley. It's a small anecdote in a book about the "world's best restaurant". He took Eleven Madison Park from zero to three Michelin stars. And yet, the dessert trolley story sticks in my mind. This isn't the EMP trolley, but one from its sister restaurant. Will stacked the trolley with pies, cakes, and tarts and pushed them by the table. He did this during lunch when even...
about 2 months ago • 1 min read
Negative Social Proof Read online In the early 2000s, communications professor Bob Hornik¹ wanted to see if anti-drug ads worked. He gathered data on thousands of teenagers. He tracked their exposure to anti-drug ads and their marijuana use over time. Anti-drug ads from 2000. The results? The ads didn’t reduce drug use. They increased it. Teenagers who saw the ads were more likely to smoke marijuana. Why? Because the ads unintentionally reinforced the idea that drug use was common. This is...
2 months ago • 2 min read