System1, Unlocking Profitable Brand Growth Chapter 5: Shopper Marketing. Moving Power not Stopping Power increases sales. Create a Fluent and positive experience to make buying decisions easy and instinctive. Stopping power just encourages caution and lowers sales.
System1, Unlocking Profitable Growth - Chapter 4: Brand Building. In Chapter Four we explore the three heuristics behind successful brand building. Brands should come readily to mind (Fame), feel good (Feeling) and be distinctive (Fluency). These three heuristics make your brand familiar, emotional and easy to process resulting in profitable growth for your brand and your business.
System1, Unlocking Profitable Growth - Chapter 3: Advertising. In Chapter Three we explore emotional advertising. Emotional ads are by far the most likely to create long-term profitable growth. Learn how to harness the 7 basic emotions and fluent creative devices to make great advertising. The more people feel, the more people buy.
System1, Unlocking Profitable Growth - Chapter 2: Innovation. In Chapter Two, we show how System 1 has an instinctive preference for the familiar. For consumers to accept your innovation, embed your great new idea in the familiar to make it Fluent - easy to recognise and understand. Fluent Innovation looks 80% familiar and 20% new.
System1, Unlocking Profitable Growth - Chapter 1: Decision-Making. In Chapter One, we explore the brain’s two decision-making systems. System 1 makes fast judgments using experience, emotion and pattern recognition. System 2 is the slow and lazy policeman – good for calculation, but mostly a rubber stamp for System 1.
Groupthink. Why does it comes about? Based on an exaggeration of our individual biases, groups don't correct System 1 biases - they exacerbate them! So how we can set about making better groups for decisions? Drawing on examples from Cass Sunstein's time working in the Oval Office, Sunstein and Reid Hastie provide evidence for why emotional intelligence is a good predictor of group success.