How Novartis used humor and NFL tight ends to tackle the embarrassment keeping men from prostate screening

14.10.2026

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

0:00

34:07

Richard and MichaelAaron unpack Novartis' campaign 'Relax Your Tight End', winner of the Pharma Grand Prix at Cannes Lions. They explore why present bias lets a moment of embarrassment outweigh long-term health, how humor sidesteps the ostrich effect where fear fails, and why a mix of messengers can beat one big celebrity.

Więcej odcinków z kanału "Behavioral Science For Brands: Leveraging behavioral science in brand marketing."

How Novartis used humor and NFL tight ends to tackle the embarrassment keeping men from prostate screening
1 dzień temu
34:07
Richard and MichaelAaron unpack Novartis' campaign 'Relax Your Tight End', winner of the Pharma Grand Prix at Cannes Lions. They explore why present bias lets a moment of embarrassment outweigh long-term health, how humor sidesteps the ostrich effect where fear fails, and why a mix of messengers can beat one big celebrity.
Award-Winning Campaigns - How KitKat turned a stolen truckload of chocolate into a Cannes Grand Prix by making scarcity the story
7.10.2026
30:20
After 12 tons of KitKat bars vanished the week before Easter, the brand turned a supply chain crisis into a Cannes Grand Prix winning campaign. MichaelAaron and Richard unpack the scarcity, Zeigarnik and IKEA effects behind it, and how brands can turn spectators into participants in a story.
Nie przegap odcinka z kanału “Behavioral Science For Brands: Leveraging behavioral science in brand marketing.”! Subskrybuj bezpłatnie w aplikacji GetPodcast.
Award-Winning Campaigns - How Wisła Kraków turned a legal requirement into a 42% attendance increase
30.09.2026
36:21
Polish law requires every club to identify each fan entering the stadium. Wisła Kraków's Football Club turned that compliance database into the Lucky Fan Index, a metric for how much luck each supporter brings, and game attendance rose 42%. MichaelAaron and Richard dissect the superstition research behind it.
How William Poundstone's book Priceless turns anchoring, relativity and fairness into pricing power
23.09.2026
41:41
MichaelAaron and Richard revisit William Poundstone's Priceless to unpack why price feels relative, not absolute. They cover anchoring in courtroom and Williams-Sonoma pricing, why a $5 saving matters more on a $15 item than a $125 one, and how visible costs and higher prices signal quality and fairness to buyers.
Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge
16.09.2026
45:31
MichaelAaron and Richard unpack Writing for Busy Readers by Todd Rogers and Jessica Lasky-Fink: six evidence-backed principles for readers who skim rather than read. Why a 49-word email beat a 127-word one, why subheadings doubled newsletter clicks, and why making a task easy beats making it exciting.
How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power
9.09.2026
45:42
Charles Spence's book Gastrophysics argues that taste is built by every sense, not just the tongue. MichaelAaron and Richard work through the evidence: classical music lifting restaurant spend 10%, heavy cutlery raising willingness to pay 16%, rounder chocolate read as 50% creamier, and what brands should do with it.
Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.
2.09.2026
58:00
Guinness made you wait, Avis was second, VW was small. Andy Nairn and Richard unpack why owning a flaw beats hiding one, and how the same instinct led Lucky Generals to raise its own size in pitches before a prospect could ever hold it against them.
How charities can use anchoring, reciprocity, and overhead framing to boost donations
26.08.2026
51:35
MichaelAaron and Richard explore why charity donations are especially resistant to typical marketing tactics. They unpack behavioral studies on anchoring, present preference bias, reciprocity, and overhead aversion that show small shifts in framing and timing can raise donations by double digits.
Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one
19.08.2026
55:26
Courage strategist Rami Dudin joins MichaelAaron and Richard to discuss why distinctive often beats different, using SickKids' $1.3 billion fundraising turnaround, CIBC's no-fee campaign, and neobank scarcity tactics like Monzo's golden ticket to show why owning one idea can perform better than chasing novelty.
How small changes to choice design can help pharma brands drive better prescribing outcomes
12.08.2026
45:45
MichaelAaron and Richard explore why half of chronic-illness patients skip their medication, and why scaring them into compliance backfires. They cover a study on avoiding bad medical news, a simple diagram that cut medication errors in half, and two studies showing doctors are swayed by menu order and time of day when prescribing.

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How Novartis used humor and NFL tight ends to tackle the embarrassment keeping men from prostate screening

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

Więcej odcinków z kanału "Behavioral Science For Brands: Leveraging behavioral science in brand marketing."

How Novartis used humor and NFL tight ends to tackle the embarrassment keeping men from prostate screening

Award-Winning Campaigns - How KitKat turned a stolen truckload of chocolate into a Cannes Grand Prix by making scarcity the story

Award-Winning Campaigns - How Wisła Kraków turned a legal requirement into a 42% attendance increase

How William Poundstone's book Priceless turns anchoring, relativity and fairness into pricing power

Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge

How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power

Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.

How charities can use anchoring, reciprocity, and overhead framing to boost donations

Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one

How small changes to choice design can help pharma brands drive better prescribing outcomes