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While this episode is consumer marketing-focused, it is increasingly believed that lessons culled from the world of consumer marketing can be applied to B2B marketing as well. There are some nuggets of wisdom for B2B marketers in this episode.

Most brand choices are made instinctively, without much thought. Scientists have discovered that 95% of all choices we make are instantaneous, requiring little or no deliberation. Daniel Kahneman, the famous Princeton psychologist who won a Nobel Prize for his work on the Prospect Theory, calls this the brain’s System 1 process.

Occam’s Razor bias: (Latin: novacula Occami), also known as the principle of parsimony or the law of parsimony (Latin: lex parsimoniae), is the problem-solving principle that "entities should not be multiplied beyond necessity", sometimes inaccurately paraphrased as "the simplest explanation is usually the best one." The idea is frequently attributed to English Franciscan friar William of Ockham (c.  1287–1347), a scholastic philosopher and theologian, although he never used these words. This philosophical razor advocates that when presented with competing hypotheses about the same prediction, one should select the solution with the fewest assumptions, and that this is not meant to be a way of choosing between hypotheses that make different predictions.

1. Make your brand feel familiar; 2. Make your brand feel true; 3. Make your brand feel good to me; and, 4. Make your brand the easy choice.

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

Commercials Voice Talent:

https://www.spreaker.com/user/7768747/track-1-commercials

Narratives Voice Talent:

https://www.spreaker.com/user/7768747/track-2-narratives

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