Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)
Notes de l’épisode
Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad choice architecture to the disappearance of taglines, long-term thinking, and genuine creativity.
Expect behavioural science, contrarian thinking, and plenty of ideas that will make you rethink how marketing really works.
Timestamps
00:00:00 - Start
00:01:31 - Digital overload - are consumers given too much choice?
00:05:51 - The power of “Easter Egg Thinking”
00:07:54 - Have hotels destroyed choice architecture?
00:10:56 - More choice reduction failures
00:14:46 - Do consumers need more choice?
00:17:45 - How ad agencies can discover real insights
00:19:21 - An idea to revolutionise Cannes
00:20:49 - Why Rory and Tom think differently
00:24:05 - What are the biggest marketing myths today
00:30:41 - Fat tailed distribution - the Dulux Dog
00:32:18 - Why we need to bring back the tagline
00:35:17 - Are marketers too young?
00:37:15 - The long term work only pays off after you’re fired
00:42:34 - How to we make companies look more long term?
00:48:03 - Why people love Ryanair but hate BA
00:49:09 - The role of surprise in advertising
00:50:43 - Is marketing actually rather easy?
01:00:49 - Is the advertising agency model broken?
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