Befriend your enemy | Nudge Newsletter π§
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 admitβTwix are delicious.β 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 allβthey're wonderful. Cheers, Phill |
Nudge Newsletter
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Framing Your Food Read online Which of these would you rather eat: One Shepherd's Pie is described as: Beef shepherd's pie, tomato and pesto sauce The other is described as: Beef subtly seasoned with Espelette pepper under a rich velvety potato puree, topped with crisp parmesan cheese crumbs Two researchers ran a small study at a French cafeteria to test if these descriptions changed the perception of the food.ΒΉ Diners were invited to eat a prix fixe lunch. A real photo of the cafeteria from...
Concrete Phrases Read online Could writing "ππππππ ππππ" on a Whopper ad make it sell for ππππ? In 2022, 465 participants saw ads for a fictional Lay's multipack.ΒΉ Both groups knew the multipack was 392g in size, but each saw a different headline. One saw: ππ’πΊ'π΄ ππ©πͺπ±π΄, 14 π΄π―π’π€π¬ π£π’π¨π΄The other saw:ππ’πΊ'π΄ ππ©πͺπ±π΄, 392π¨. Those who saw "14 snack bags" were willing to pay 10% π¦π¨π«π than the other group.This is due to the concrete phrases effect. We can picture 14 snack bags in our mind. 392g doesn't...
Variable Rewards Read online This video of a smart gas station owner went viral a couple of months back. Here's the original. The video shows dozens of customers failing to balance 25 cents on a lemon. A chance to win $100 is a carrot large enough to make customers bet. It shows something that many marketers have known for decades. We love a gamble. People prefer a gamble In 2025, researchers Gaertig and Simmons offered either a gamble or a certain reward to hundreds of participantsΒΉ. Some...