Entries by Michel Dubery

Implementing the reward mechanism to encourage behaviour change

As grown-ups in the 21stcentury, 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 bear […]

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 […]

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 […]

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 […]