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22 Laws of Food & Drink Marketing You've Probably Never Heard Before - Rory Sutherland
3 hour marathon with Rory for Part three.
It’s long, yes.
But there’s so much gold. Relax. Take it in slowly.
The 22 Laws:
The Marmite of Social Media Affect Food: Days and SURREAL - Why That Silly Wally From The Grocer Tried to Take The Down
Ideas Having Sex = Progress: Why Lucky Saint is having Sex with whoop and Planet Organic Should Get Jiggy with Iceland Frozen Foods
The Football-ification of Politics and Vegan Meat: We Must Learn Evolution = The Adjacent Possible
The Danger of “Luxury Beliefs” in Food & Drink Marketing: “I am right, you are wrong, you dumb piece of shit”
You can't change peoples minds by lowering their status, I am right you are wrong you dumb piece of shit
Why Most Marketers Must “Walk Down The Middle”: Realise the Difference Between the “Theoretically Perfect” vs. “Intermediate Possible”
How To Make Niche Ideas Mainstream, MOST of Society wants to “Walk Down The Middle” - Start where you are. Use what you have. Do what you can
Why Human Beings Are 90% Chimp and 10% Bee - Individual vs. Collectivism in the spread of ideas
Hipsters Raise the Ceiling, Chains Raise the Floor, Hipsters are The Foot Soldiers of Gentrification
Where to Position Yourself Skanky vs. Wanky axis: Is London losing its culinary edge?
The Neuroscience behind McDonalds and KFC’s Marketing: Brain creates expectation Vs reality
Reverse Engineering GAIL's Success: Gratuitous Perversity + High Customisation = Localised Scale
The Burger Effect and Herbert Simon’s Satisficing: People buy not because it’s good, BUT, because it’s not bad.
Never Forget: Larger Drinkers Drink The Advertising Not The Beer
How to Commit Brand-icide (1): Focus on Short Term Expediency over Long term relationship
How to Commit Brand-icide (2): Neglect SCARF. Status. Certainty. Autonomy. Relatedness (relationship). Fairness
Why a Bowl of Ramen Is The Best Analogy for Culture. Broth is Culture.
The Parallels of Food and Comedy: Slow feedback Vs Fast Feedback
The Pie Shop Renaissance: How to Increase the Price of Pies To Turn Them Into Nando’s
HONEST Burger: How To Keep The Magic as You Scale
Do you get Feedback like David Bowie or the X Factor. curse of averages
The fact more people collectively make better decisions is WRONG and RIGHT
Japanese Kudo Principle for Restaurants : Table Stakes + Performance Attributes + Delight attributes (Tangential)