Entries by Michel Dubery

Trying to influence someone? Offer them lunch or ask for a favour?

This would seem like a stupid question with a pretty obvious answer. But, as with many things involving human beings the most likely answer is pretty surprising. There is a behavioural bias at work here which makes asking a favour more likely to be successful. Asking someone, who you’d like to create a positive impression […]

Why apps that fail to reward ultimately end up failing

I was in a client meeting the other day when I was asked a very blunt question. We were talking about behaviour change, gamification and apps. His question was simple. “Why do many apps, gamified or not, suck and fail?” From a fail point of view, probably the main cause of failure is that no […]

Are you making the classic multichannel marketing mistake?

When we consider MCM it is vital that we remember what the last ‘M’ stands for – Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. Fundamentally, this still defines how we approach marketing strategy and MCM as […]

Applying neuroscience to improve your marketing effectiveness – No.1 Gamification v Gaming

Gamification: are you making this fundamental error? Confusing gamification with gaming is a classic marketing error. But recognising the differences between the two, and the neuroscience that underpins them, could be your first step to using gamification to your advantage. It’s funny how often gamification and games are still mixed up. It happened in one […]

How much can digital & social alone really grow your business?

This is a brilliantly well written article in the FT by freelance strategist Ian Leslie about the increasingly common heresy questioning the actual effectiveness of digital and social media as total replacements for conventional approaches. As with many uprisings this one was triggered by a book: How Brands Grow (OUP, 2010) by Professor Byron Sharp, of the Ehrenberg-Bass […]

Escaping the Prison of the Over-Rational

The latest findings in neuro-science have profound implications for business as, in many cases, they overturn long-accepted truths… Truths which can hamper us by limiting our creativity and innovation. One of the key findings shows how focusing on over rationalised thinking and taking an over processed approach to strategy can trap us in a ‘hall of […]

Great Lewis Carroll Quote for the Day…

“Alice laughed. ‘There’s no use trying,’ she said. ‘One can’t believe impossible things’. ‘I daresay you haven’t had much practice,’ said the Queen. ‘When I was your age, I always did it for half-an-hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast”. Many of the huge advances in human […]

The Brand Frying Pan and the Motorbike Helmet

Imagine a land where marketers wandered around town centres armed with frying pans, embossed with their brand names, with which they smashed in the face anyone they met going about their business. Not surprisingly, the denizens of this land went and bought motorcycle helmets. Immediately the marketers launched a campaign to have the helmet shop closed […]