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The Agile Brand with Greg Kihlström®
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Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
How Starbucks Made Pumpkin Spice Latte a Cult Favorite with Scarcity
Manage episode 436885581 series 3438351
Contenuto fornito da Consumer Behavior Lab. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da Consumer Behavior Lab o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.
In this episode, we uncover how Starbucks turns the Pumpkin Spice Latte into a cult favorite through the power of scarcity.
56 episodi
How Starbucks Made Pumpkin Spice Latte a Cult Favorite with Scarcity
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
Manage episode 436885581 series 3438351
Contenuto fornito da Consumer Behavior Lab. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da Consumer Behavior Lab o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.
In this episode, we uncover how Starbucks turns the Pumpkin Spice Latte into a cult favorite through the power of scarcity.
56 episodi
All episodes
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1 Eleven Madison Park: How Applying Simple Principles From Behavioral Science Helped It Become The Best Restaurant In The World 30:40
In this episode we look at the rise of Eleven Madison Park to become the most critically acclaimed restaurant in the world. In particular we focus on their legendary customer service and how they used techniques like the peak-end rule to enhance diner’s memory of the visit. The lessons are relevant for all brands - not just those involved with fine dining.…
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1 Interview with Sarah Carter: co-author of "How Not to Plan" 1:00:04
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In this episode we sit down with Sarah Carter and discuss how marketers can best use behavioural science. We focus on using behavioural science for good, whether that’s encouraging people to eat veg, take the train or practice safe sex. During a wide-ranging conversation with one of ad land’s brightest luminaries we cover biases from the ostrich effect to social proof, reframing to the illusion of control.…
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1 Kraft Mac and Cheese: how to overcome the pitfalls of launching a healthier variant of your product 29:28
In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations. Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.…
In this episode Richard interviewed Harvard professor Todd Rogers. Todd’s experiments apply behavioral science principles to copywriting to make it more effective. In this discussion we cover Todd’s key findings, such as the proven value of brevity, simple language, and designing for easy navigation. The episode is full of simple tactics that you’ll be able to apply immediately to your writing.…
In this episode, we look at the success of Pret a Manger – especially how they managed to recover so strongly after the pandemic, despite increasing numbers of office workers staying at home. We look at two main biases that they have successfully harnessed: the sunk cost effect and the power of variable rewards…
We talk with Seth about how to best understand people's motivations and why direct questioning sometimes fails. We cover ideas like the illusion of effort, the curse of knowledge and how to respond when different datasets give conflicting answers.
In this episode, we discuss the replication crisis. By that we mean, when academics have re-run some behavioural science studies, they have found different results to the original experiment thereby invalidating it. We cover some of the most famous studies that need to be avoided and how you can have confidence in the findings that you’re applying.…
In this episode we return to the question of how to break old consumer habits and build new ones. We cover four new studies, each of which has practical implications for brands. We begin by looking at when people are open to changing their behavior and discuss the fresh start effect and the destabilizing effect of life events. We then turn to the behavioral science of building new habits and look at the foot in the door technique and the perennial question - how long does it take to form a new habit?…
In this episode MichaelAaron and Richard sit down with Phil Barden, author of Decoded and Managing Director at DECODE Marketing. His excellent book was one of the earliest to look at how ideas from neuroscience and behavioral economics could be used to improve marketing. Phil covers how best in class brands like Apple apply these principles but also how he has personally used behavioral science in his work at T-Mobile.…
In this episode we look at a range of behavioral science experiments that shed light on effective gift giving. These are useful because our intuition about what receivers want is often off the mark. In particular, we cover experiments showing how spending on others is a better way for givers to boost their own happiness than spending on themselves and why receivers tend to prefer experiences rather than material gifts. While there are plenty of personal applications for these findings we also focus on the implications for brands.…
In this episode we talk with Les Binet, co-author of The Long and the Short of it about his research into effective advertising. We discuss some of his best-known findings, such as the value of emotional campaigns. But we also cover some lesser-known areas such as whether wear out is a myth, why music in ads should get more attention and finally what he calls the “dark matter of effectiveness”: price effects.…
In this special episode, we discuss how behavioral science can be used to encourage voter registration and turnaround. We cover well known ideas like social proof including some of the most relevant nuances and how it’s often misused by campaigns for good. We also turn to lesser known research by Bryan on how we label behavior can have a significant effect on whether it occurs.…
In this episode, we explore how indulgence brands like soft drinks and ice creams can use behavioral science principles. We discuss moral licensing, where people overcompensate in one area after behaving virtuously in another, and how brands like Miller and L'Oreal have applied this insight. Lastly, we examine a study by Read, showing how shoppers make different choices when picking for their current versus future selves.…
We talk with Matt about his favorite practical examples of behavioural science being applied by brands. We cover how Pret a Manger use uncertain rewards to excite customers, how Perrier harnessed the principle of essentialism to launch in the US and why more brands should think about marketing to groups rather than individuals.…
In this episode, we talk with ad agency founder Kate Waters on how the AA, Zoe and Spotify apply behavioral science. We cover a wide range of principles: from language reframing to social proof, concreteness to choice paralysis
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we uncover how Starbucks turns the Pumpkin Spice Latte into a cult favorite through the power of scarcity.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we examine how Disney uses behavioral principles to manage queues, process payments and create moments of joy inside their parks.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we have Owain Service, cofounder and former managing director of the UK's Behavioral Insights Team and former deputy director of the Prime Minister's Strategy Unit, joining us to explore the possibilities of behavioral sciences in other sectors.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we talk about how marketers leverage principles like nostalgia and active commitment to sell targeted experience to customers.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we examine pre-disposed decisions that prioritzes acting versus maintaining the status quo, due to optics.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we take a look at the behavioral principles that empower Liquid Death and it's entry into the American market with a distinctive style.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we explore how more data doesn't necessarily mean better results and what alternatives marketers have to successful metric-based outcomes.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we take a look at the biases that promote sustainability and how the sustainability movement can be applied to brands.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we examine the promotional prowess of RedBull from marketing the drink and facing challenges that came with it's unique and 'unwelcome' taste.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we check out Chipotle's data driven marketing campaign and the success that came with it.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we dive deep into motivations that drive the consumer when it comes to locking in their purchases. Be it the effect of loyalty programs or the theory of sunken costs, Costco has done this to great effect.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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1 Optimism Bias with Tali Sharot 41:14
In this episode, we sit down with Tali Sharot, a neuroscience professor at University College London and M.I.T., to talk about the practical application of cognitive neuroscience.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode we chat with award-winning author Mark Earls about concepts such as loss aversion, the false consensus effect, and behavioral science's impact on economics.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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In this episode, we discuss the influence behind Super Bowl ads and how concepts like costly signaling and cultural imprinting help consumers align with brands.
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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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1 Valentine's Day 22:01
In this episode, we explore the intricate world of Valentine's Day, online dating, and the hidden truths behind survey data, revealing the discrepancies between claimed motivations and actual behaviors through insightful studies and field experiments.
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