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๐ง Took some AL time to dive into Decoded by Phil Barden and was surprised by just how well it complements Byron Sharpโs How Brands Grow.
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๐ Sharp defines "the what" of brand growth.
๐ Barden explains "the why" - through decision science.
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Here are 5 ๐ญ๐๐ค๐๐๐ฐ๐๐ฒ๐ฌ where both works perfectly align:
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๐ ๐๐ฎ๐ฆ๐๐ง ๐๐ฎ๐ญ๐จ๐ฉ๐ข๐ฅ๐จ๐ญ ๐๐ซ๐ข๐ฏ๐๐ฌ ๐๐๐ฅ๐๐ฌ
Most decisions are fast, habitual, and loyalty-light. Tap into the autopilot (system-1) with cues and prompts already familiar to the customer. Provide shortcuts the brain already knows - no thinking required
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๐ญ ๐๐๐ง๐ญ๐๐ฅ ๐๐ฏ๐๐ข๐ฅ๐๐๐ข๐ฅ๐ข๐ญ๐ฒ ๐๐ข๐ง๐ฌ
If your brand comes to mind easily, it gets chosen. Mental availability = familiarity = easy choice for the autopilot
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๐ฏ ๐๐๐ญ๐๐ ๐จ๐ซ๐ฒ ๐๐ง๐ญ๐ซ๐ฒ ๐๐จ๐ข๐ง๐ญ๐ฌ ๐๐๐ญ๐ญ๐๐ซ
The brain is goal-oriented. People donโt shop for a brand - they look for a solution to a need or situation. If your brand isn't associated with key CEPs, it won't even make it into the decision set
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๐งฉ ๐๐ข๐ฌ๐ญ๐ข๐ง๐๐ญ๐ข๐ฏ๐๐ง๐๐ฌ๐ฌ > ๐๐ข๐๐๐๐ซ๐๐ง๐ญ๐ข๐๐ญ๐ข๐จ๐ง
Be recognisable. Recognisable = Quickly noticed = Easily identified = Instantly understood = Easy choice
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โค๏ธโ๐ฅ ๐๐ฆ๐จ๐ญ๐ข๐จ๐ง๐ฌ ๐๐๐๐ฅ๐๐๐ญ ๐๐๐ฅ๐ฎ๐
Feelings signal value - they don't drive it. Emotional ads can grab attention but theyโre only effective when they build brand salience and distinctiveness - don't build โbrand loveโ in isolation.
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๐งฌ Barden brings the neuroscience. Sharp brings the data.
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Together, they map the modern marketerโs brain and I look forward to discussing this further at the Retail Media Pioneers conference in London in September!
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Jemma Haley II Maรซlle Guillemot II Radek Wierzbiลski, PhD II Andy Ferrer II Ben Penrose
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