Increasing Brand Love by Sweating the Small Stuff
27 June 2018
Increasing Brand Love by Sweating the Small Stuff
Crawford Hollingworth, Founder at The Behavioural Architects recently spoke at Aura’s event: A First Aid Kit for your brand, discussing how behavioural economics can inspire small changes that make big differences to brands.
After introducing some key insights drawn from behavioural science about how we look at and interact with the world around us, Crawford demonstrated just how these insights are relevant for brands.
He talked about how by approaching communications with a BE lens, brands can make small, cost effective changes with significant impact! One example he used was understanding the power of the default option and the tendency of inaction, i.e. no action is the default response for most people. For example, when presented with the option to opt in, rather than opting out, behavioural research shows that only around 30% of people opt in. Conversely if they have to opt out, roughly 80% or more remain. Changing the option from opt in to opt out can therefore have a meaningful impact for brands.
Furthermore, making small changes to how brand communication is framed and what information is made salient can also make a huge difference. Crawford told the story of a global health club that used behavioural insights to make tiny changes to their EDM resulting in increased response rates and memberships.
His final comments were about the power of priming- the ability to harness the subconscious mind! Priming can create subconscious associations between the brand and a particular mood or feeling, for example, associating a snack brand with the positive feelings associated with sharing.
The talk was incredibly well received with feedback after the session suggesting that people found the session thoroughly engaging and inspiring. The presentation was even voted by the audience as the one most likely to spur them into action!
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TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
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The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the processJennifer Bufton, Sport England
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders.Jacinda Norman, Category Insights Manager, Waitrose
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The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
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The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)