Suggestions
Phil Barden
MD of DECODE marketing ltd. Author of 'Decoded. The Science Behind Why We Buy'.
Phil Barden is the Managing Director of Decode Marketing Limited, a company that specializes in applying cognitive and behavioral sciences to marketing strategies.1 Here are some key details about Phil Barden:
Professional Background
Marketing Experience::
- Over 25 years of experience in brand management1
- Worked for major companies including Unilever, Diageo, and T-Mobile12
Current Role::
- Managing Director at Decode Marketing Limited1
- Focuses on combining marketing expertise with cognitive psychology, neuroscience, and behavioral economics1
Expertise and Approach
Phil Barden is known for:
- Applying decision science insights to marketing strategies2
- Helping businesses increase marketing effectiveness and maximize brand growth1
- Translating scientific findings into practical marketing applications2
Author
Barden is the author of "Decoded: The Science Behind Why We Buy".1 This book:
- Is now in its second edition
- Explores the application of behavioral science to marketing
- Was first published nearly 10 years ago, with updates reflecting recent developments in the field1
Philosophy and Methods
Barden emphasizes:
- The importance of understanding goal-directed human behavior in marketing1
- Using universal models of implicit goals to drive purchase decisions across categories and demographics1
- Making complex scientific concepts accessible to marketing professionals1
Recognition
- Fellow of The Marketing Society2
- Considered one of few experts combining practical marketing experience with in-depth knowledge of decision science2
Phil Barden's approach to marketing is characterized by his unique blend of extensive industry experience and his dedication to incorporating cutting-edge behavioral science into marketing strategies.
Highlights
In 'Decoded' in 2013 I wrote about how Coors Light baked their proposition of 'Refreshment as cold as the Rockies' into their packaging via the 'cold activated bottle'. The mountains on the label turn blue at a certain temperature. Any beer will refresh when it's cold, so it's the packaging which is responsible for the credibility of the proposition - it delivers a tangible, differentiating signal which is intuitively linked with the goal of 'refreshment'. Good to see the company report how 15 years of blue mountains was “a home run that exceeded all of our expectations" and is correlated with brand growth.
I'm looking forward to joining the dots between the science behind why we buy and how to predict it with AI, using behavioural science principles and trained with human behaviour. If you're at Quirk's Media London tomorrow, come and say 'hi'.
