Rory Sutherland: Why Following Logic is Dangerous For Challenger Brands

Описание: You’re being too smart. And, it’s killing your brand.

Following logic. Leaning on experience as a crutch.

When, ostensibly, it’s a shackle.

Petrified of looking dumb.

We pre-rationalise decision making.

So many brands, including myself, after a honey-moon of magical momentum become sterile, pallid, bland.

This moment is VERY dangerous for challenger brands.

The Dip.

Trough of Sorrow.

Really bloody hard bit.

Rory says here, we must ditch experience and logic.

Instead, act with child-like wonderment and playful curiosity.

We may, just, stumble upon a whole new bounty of opportunity, none of your competition ever saw.

Delighted to welcome back Rory Sutherland on to the poddy.

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ON THE MENU:

1. The problem with “purpose-led brands” = too boring and serious, Sausage Rolls can’t solve world problems

2. Would Sushi actually taste good if it was from Somalia or Salford - provenance reframe

3. The easiest way for restaurants/brands to stand out - create gratuitous perversity - Bacon Sandwich

4. The first draft of everything is shit - pre rationalisation pisses over the bonfire of post rationalisation magic,

5. Why a Kitchen porter or corner shop worker is the best MBA - see business as whole system vs. individual components

6. Why You can't cut a sudoku: the optimisation of the parts doesn't create the optimisation of the whole,

7. The peak end rule: How am experience ends is super important - coffee and beer sommeliers



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CHAPTERS:
[00:00] Rory Sutherland on Comedians' quick wit compared to a Formula One car's speed.
[3:41] Brands are afraid to use humor due to pressure for social causes.
[5:22] Reviving classic brands with humor in a purpose-driven market.
[9:02] Brand extensions, like Caterpillar's workwear, leverage brand equity.
[17:03] Curiosity's importance and the vastness of interesting content.
[21:46] Do we eat food or stories?
[23:51] Price as generosity: British sparkling wine vs. champagne.
[33:09] Saying "no" to customers can be weirdly appealing.
[53:49] Using Great Taste Stars to guide supermarket choices.
[1:04:39] Commercial innovation: Amazon Prime's reframed value.
[1:23:20] Challenger brands' fragility and Five Guys' case study