1. There must be more! Leveraging Decision Science @philbarden Seite 1

2. T-Mobile applied this approach Source: T-Mobile internal data, IPA paperSales +49% Share +6% ARPU +11% vs market Brand consideration tripled Acquisition cost halved ROI 146% 38m youtube views 3. BT applied this approach Source: BT internal dataDRTV +85% Press +76% 4. The question is:What Makes Them Buy? 5. The economic model;Value : cost relationship 6. The marketing model;Emotional vs Rational 7. Source: Elder, R.S. and Krishna, A (2011). The visual depiction effect in advertising:facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38, 1-17 8. +25%Coulter, K. and Coulter, R. Size Does Matter: The Effects of Magnitude Representation Congruency on Price Perceptions and Purchase Likelihood. Journal of Consumer Psychology. Volume 15, Issue 1, 2005, 6476 9. Why did this campaign work so well in skincare .....but not in haircare? 10. Why did these ads perform so differently despite having the identical brief? 11. Liking is not wanting different neural circuitry 12. Liking is not wanting different neural circuitry Pre-tax profitRevenue120 100 80 60 40 20 0 2008200920102011-20Go Compares revenue and pre-tax profit. Source: company accounts 13. RewardPainDecisionGodiva ChocolateGodiva Chocolate Price 7 $Godiva Chocolate Price 7 $ Yes4 sec.4 sec.Knutson, B., Rick, S., Wimmer, E., Prelec, D. and Loewenstein, G. (2007) Neural predictors of purchases. Neuron, 53, 147-156No4 sec. 14. Autopilot drives attention and shapes perception 15. Source: decode marketing ltd internal data 16. Brand equity is an associative networkBrand Value B Brand Value AMental ConceptBrand Value DBrand Value C 17. Behaviour is goal-directedExplicit GoalsImplicit Goals 18. Consumers choose brands to have, do, be, become, experienceZest for life 19. How does this help? Steering implementationSource: decode marketing ltd internal data 20. How does this help? Steering the implementation of brand equityBeauty transformationNaturalness relaxation 21. There IS more! Decision Science Phil Barden Seite 23