Global Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherland | The Knowledge Project Podcast

In this interview-style podcast, Rory Sutherland and Shane Parrish discuss a wide range of topics, including the impact of AI on decision-making, the importance of customer experience versus cost reduction, and the nuances of marketing versus advertising. Sutherland shares anecdotes and theories on consumer behavior, emphasizing the significance of human interaction and trust in business. They delve into the pitfalls of over-reliance on data and the benefits of family-owned businesses, touching on brand perception, value creation, and the role of marketing in long-term customer relationships. The conversation also explores the complexities of societal norms, the power of status signaling, and the delicate balance between rationality and creativity in problem-solving.

Outlines

Part 1: Efficiency, Human Element

Part 2: Long-Term Value, Marketing

Part 3: Brand, Social Norms

Sign in to continue reading, translating and more.

Continue

Global Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherland

The Knowledge Project Podcast

Part 1: Efficiency, Human Element

The Pitfalls of Efficiency-Driven Decision Making and AI Overreliance

The Human Element in Service and the Importance of Trust

Transaction Utility, Psychopathy Detection, and the Value of Personal Qualities

Part 2: Long-Term Value, Marketing

Long-Term Value vs. Short-Term Optimization and the Customer Value Movement

Marketing vs. Advertising and the Importance of Call Centers

Quantification Bias, Predictability, and the Importance of Context

Part 3: Brand, Social Norms

The Mad Men Era, Fat-Tailed Marketing, and Confected Outrage

Brand Strategy, Benchmarking, and the Dangers of Confected Outrage

The Erosion of Common Sense and the Dangers of Hypersensitivity

The Psychology of Luxury Goods and the Pursuit of Status

Social Norms, Tipping Points, and the Arbitrariness of Behavior

The Rules of Good Copy and Overcoming Resistance to New Ideas

The Best Technology Doesn't Win and the Power of Brand

Global Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherland

The Knowledge Project Podcast

Part 1: Efficiency, Human Element

00:00The Pitfalls of Efficiency-Driven Decision Making and AI Overreliance

The Pitfalls of Efficiency-Driven Decision Making and AI Overreliance

07:06The Human Element in Service and the Importance of Trust

The Human Element in Service and the Importance of Trust

17:52Transaction Utility, Psychopathy Detection, and the Value of Personal Qualities

Transaction Utility, Psychopathy Detection, and the Value of Personal Qualities

Part 2: Long-Term Value, Marketing

27:10Long-Term Value vs. Short-Term Optimization and the Customer Value Movement

Long-Term Value vs. Short-Term Optimization and the Customer Value Movement

37:36Marketing vs. Advertising and the Importance of Call Centers

Marketing vs. Advertising and the Importance of Call Centers

45:11Quantification Bias, Predictability, and the Importance of Context

Quantification Bias, Predictability, and the Importance of Context

Part 3: Brand, Social Norms

57:01The Mad Men Era, Fat-Tailed Marketing, and Confected Outrage

The Mad Men Era, Fat-Tailed Marketing, and Confected Outrage

1:07:44Brand Strategy, Benchmarking, and the Dangers of Confected Outrage

Brand Strategy, Benchmarking, and the Dangers of Confected Outrage

1:17:21The Erosion of Common Sense and the Dangers of Hypersensitivity

The Erosion of Common Sense and the Dangers of Hypersensitivity

1:25:37The Psychology of Luxury Goods and the Pursuit of Status

The Psychology of Luxury Goods and the Pursuit of Status

1:35:20Social Norms, Tipping Points, and the Arbitrariness of Behavior

Social Norms, Tipping Points, and the Arbitrariness of Behavior

1:43:21The Rules of Good Copy and Overcoming Resistance to New Ideas

The Rules of Good Copy and Overcoming Resistance to New Ideas

1:50:02The Best Technology Doesn't Win and the Power of Brand

The Best Technology Doesn't Win and the Power of Brand