Entries by Michel Dubery

Why do customers sometimes seem blind to your new messaging?

Ever wondered why customers haven’t noticed new information about your brand? Why it’s so difficult to change an established position in their minds? Maybe it’s not because they won’t, it’s more that they can’t. Our evolutionary history has always been about us as a species, learning and trying new things. But if that had been […]

Implementing the reward mechanism to encourage behaviour change

As grown-ups in the 21st century, we are all patently aware of what we should do to live a healthier life. So why is there still a large proportion of the population that seems unable to do the right thing and make the correct decisions for their health? A couple of things in this statement […]

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 […]