Befriend your enemy | Nudge Newsletter đź§
Praising a competitor won't harm your brand.After viewing a tweet where Kit Kat praised Twix: "Competitor or not, congrats on your 54 years in business! Even we can admit—Twix are delicious.” Participants were more inclined to purchase Kit Kat, while their preference for Twix remained steady. |
Commending competitors can elevate your brand's likability. Which is why I'll shout out my three favourite newsletters:
Subscribe to them all—they're wonderful. ​ Cheers, Phill |
Nudge Newsletter
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Goal Dilution Effect Read online Keen listeners of Nudge will have heard Richard Shotton explain how Five Guys succeeded because they limited the number of items on their menu. Taken from Shotton's episode in late 2025. They focused on just burgers and chips. That helped them improve and benefit from economies of scale. But it also helped them psychologically, due to the goal dilution effect. Here's why: In a 2007 study by Zhang and FishbachÂą, participants were given information about how...
Pratfall Effect Read online A few months ago on Reddit, someone asked, "Is this the best Black Friday marketing campaign?" Personally, I think it's disingenuous garbage, but clearly, something about this type of ad resonates with some. And it might be because of the first two words. "We're sorry." In 2024Âą a number of researchers from Belgium ran four experiments. They tested what happened when a company apologised for a trivial mistake. In one study, participants were shown an email from a...
Price Transparency Read online I spent far too much time moaning about the price of pints. I'd harp on about the ÂŁ3 ales I used to buy and how they're ÂŁ5.50 today. And then I saw this image. Taken from The Times based on figures from Ukospitality and the British Beer and Pub association 13p profit!? Suddenly ÂŁ5 for a pint seems quite reasonable. And there's evidence to prove this price transparency tactic works. In 2020, Harvard researchersÂą tested the effects of showing a product's...