Phenomena S2 E6: Brands

People use brands to shape social identities. We see this time and again in our work, as we help brands figure out how to deliver more value to their consumers. But what role fundamentally do brands play in people’s lives, and why do some resonate better than others? In this episode, host Eliot Salandy Brown is joined by ReD partner Filip Lau, to share ReD’s latest thinking on brands, the shifting perceptions around them and the different expectations consumers have of brands across categories and sectors. Eliot is also joined by Matt Johnson, PhD – a neuroscientist, speaker, and author of Branding That Means Business and Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains – to discuss what neuroscience can teach us about brand perception and how the latest science challenges the core views of many marketeers. What are the key questions brands should ask themselves to better connect with their consumers? What lessons might brand giants take from small, nimble players about approachability? And finally, what can a study about popcorn teach brands about the power of context on consumer behaviour?

Host: Eliot Salandy Brown

Guests: Filip lau, Matt Johnson


 

 

Eliot Salandy Brown

Eliot heads ReD Associates’ mobility/automotive practice. In this work, he leads projects that set strategic directions for how mobility and automotive companies approach the challenges and opportunities facing the industry. The projects under his leadership include a foundational study investigating the future value of driverless cars to our cities and communities, and a new approach to digital service innovation for a major automotive company. In all of his work with clients, Eliot is focused on ensuring that human needs and behavior are fully integrated into the development of new technologies.

He has lectured and run courses on automotive, corporate strategy, and executive MBAs at New York University, Columbia University, Copenhagen Institute of Interaction Design, Art Center College of Design in Los Angeles, and Duke University; and his client work was awarded the Gold Award in 2018 from the Industrial Designers Society of America (ISDA). Eliot, a British-Trinidadian, holds a Masters in Sociology from the London School of Economics.

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