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...

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....

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...