Today’s interview is with Phil Barden, MD of decode marketing ltd and author of ‘Decoded. The Science Behind Why We Buy’ and follows on from my recent interview: Employee engagement inside one of the UK’s best companies to work for – Interview with Keith Lewis of Matchtech
This interview makes up number fifty in the series of interviews with authors and business leaders that are doing great things and helping businesses innovate, become more social and deliver better service.
Here’s the highlights from the interview I did with Phil:
About Phil (taken from the Decoded book website)
Phil Barden is a proven marketer with over 25 years’ experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he quit his international brand director post in order to immerse himself in this new field. He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, making him very much in demand among clients and conference organisers alike. In this book he bridges the gap between the world of marketing and decision science, taking the reader on his fascinating journey.
Phil wrote this book because his mental model for consumer behaviour and brand management system was significantly shaken four years ago when Vice-President Brand Development for T-Mobile. He was confronted by a totally new mental model for marketing and consumer decision making based on decision science: the conclusions from the latest collective learnings from neuroscience, behavioural economics, cognitive and social psychology. This offers new explanations of consumer behaviour, and it disproves some of the very basic assumptions that marketers make about how consumers decide. It provides a profound framework for marketing – from brand strategy and positioning, through to innovation, advertising and interactive media.
Note: I take an unashamedly DIY approach to my podcasts with no intro and outro, unlike many other podcasts. So, what you get is just conversation less a few ‘ums’ and ‘errs’ that I’ve been able to edit out to make everyone sound slightly more eloquent. If you like the podcast be sure to subscribe to it via iTunes. If you do then please take the time to rate the podcast on iTunes too. Thanks.