How To Influence People: Marketing Secrets Behind The World’s Biggest Brands - Rory Sutherland

Rory is the vice chairman of Ogilvy UK, which is one of the biggest marketing and advertising companies in the world. He's the author of the book Alchemy: The Surprising Power of Ideas That Don't Make Sense and his TED talks that have been viewed over 7 million times. In the conversation Rory gives me a masterclass in marketing and advertising ,and reveals the marketing secrets brands use to change our perception of products and influence our behaviour. Enjoy :)

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(00:00) Intro (01:52) University and your view on education (10:29) The power of statistics (23:30) You should always ask why (25:09) The doorman fallacy (28:40) Consumer psychology(32:33) Why you should dare to be trivial (43:19) Building talkability into a product (54:48) What got your interested in marketing? (01:03:33) How most businesses are optimised(01:04:06) User imagery vs target audience (01:07:00) How you become the perfect brand (01:08:33) Evolutionary psychology and products(01:16:00) The importance of longitudinal questions (01:18:16) Why new ideas are slow to take off(01:20:53) Rebrands and longevity (01:30:37) Brands lead to better products(01:32:24) What don't people like about advertising? (01:42:55) Psychological value(01:48:47) Happiness (01:56:44) Book recommendations  

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