50. Decoding decisions: the hidden science behind why we buy with Phil Barden
Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.
This episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights and practical applications.
About Phil BardenPhil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Phil Barden | Dom Hawes
Contact Phil Barden: Twitter | Email
Website: Decode Marketing
Sponsor: Selbey Anderson
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