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Insider Programme Sessions delivered by Phil Barden, Managing Director, DECODE marketing

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Phil Barden

About Phil

Phil Barden is a proven marketer offering over 25 years of client-side experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he quit his international brand director post in order to immerse himself in this new field. He is now one of very few experts to combine a practitioner's perspective with a profound knowledge of decision science, making him very much in demand among clients. Phil is a Fellow of The Marketing Society.

"Marketing is fundamentally about behaviour change. Until we understand the real drivers of human decision-making, not what people say, but how they actually behave we’re guessing. The greatest opportunity for marketers today is to move from storytelling to science: to embed behavioural principles into everything we do and create brands that truly motivate action."

Phil Barden

THE BEHAVIOURAL SCIENCE SESSION

Any business challenge is a behaviour change challenge. Let's leverage science to impact behaviour.

Consumers don't read our strategy papers, the only strategy they see is our execution. How can we make sure that execution, across touchpoints, is motivating and 'brain-friendly'? We can do this by leveraging the key principles by which the brain responds to stimuli i.e. Attention (will people see it?), Intuition (will they 'get' it?) and Motivation (will they want it?). The brain operates to known, and universal, principles. If we harness these, our activities will become more effective and efficient. 

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WHAT YOU WILL LEARN

We will explore how behavioural science knows how people 'work'.

Learn how to turn behavioural science insights into brand management best practices, from strategy to execution,

Using real-world examples to bring these principles to life, we'll look at best practice and watch-outs.

RECOMMENDED CONTENT

The Whole Marketer Ep105 - Decision Science with guest Phil Barden

The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour. Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow.

Listen now