How GEICO use the principle of concreteness to make memorable ads

4/24/2025

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

0:00

29:04

GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable?

In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.

More episodes from "Behavioral Science For Brands: Leveraging behavioral science in brand marketing."

How GEICO use the principle of concreteness to make memorable ads
2 dni temu
29:04
GEICO have created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable? In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.
Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant
4/17/2025
48:17
In this episode we talk with Gareth Harvey. Gareth was previously a professor of consumer psychology but now advises companies about how they can apply findings from behavioral science. In this episode he discusses some of his work with retailers showing how they can better frame special offers, use music more effectively and adjust the shopper journey.
Don't miss an episode of “Behavioral Science For Brands: Leveraging behavioral science in brand marketing.” and subscribe to it in the GetPodcast app.
How Hendrick's distinctive use of nostalgia explains their marketing success
4/10/2025
28:24
In this episode we look at one of the world’s most successful gins: Hendrick’s. We explore three behavioral science principles that explain their growth: distinctiveness, consistency and nostalgia. In particular, we look at the experimental evidence from psychologists such as Von Restorff, Zajonc and Sedikides.
Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You
4/3/2025
37:38
In this interview, we catch up with Melina Palmer who has released a new book: The Truth About Pricing. She discusses how brands like Hermes and Costco have applied principles from behavioral science. We cover ideas like scarcity, reciprocity and the importance of in groups.
How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
3/27/2025
34:16
In this episode, we discuss how behavioural biases can be applied by brands in a B2B setting. In particular, we look at how Zoom credibly used social proof in their earliest days and the evidence that suggests this works well in a professional setting. We also cover the principle of make it easy and the evidence of this occurring in B2B. Finally, we discuss why, if behavioural science is so effective, it so rarely used by B2B marketers.
Interview: Charles Spence, author of Gastrophysics, on the science of taste appeal
3/20/2025
56:51
In this week's episode, we chat with Charles Spence—Oxford professor, author of Gastrophysics, and the world’s leading expert on how our senses work together to shape flavor. We discuss how brands are leveraging sensory cues to make their products more appealing, and discover practical insights for anyone who wants to understand the power of taste beyond the plate.
Interview: Nir Eyal, author of Hooked, on how to form lasting habits
3/13/2025
49:31
In this episode we talk with Nir Eyal, author of Hooked, and one of the world's leading experts on the topic of habits. His work is of particular interest as his focus is on how brands (rather than individuals) can create habits. Nir walks us through the four elements of his model and gives lots of practical advice on what marketers can do differently.
How using humor helped Aviation gin laugh all the way to the bank
3/6/2025
24:30
In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands. We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.
Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science
2/27/2025
35:43
In this episode we talk with Roger Dooley author of Brainfluence. In a wide-ranging conversation, we start by covering the importance of focusing on making whatever behaviour you want to encourage as easy as possible. Then we move on to the importance of experimentation and how brands can work out which, of the many behavioural biases that have been discovered, they should prioritize.
How Eleven Madison Park applied the peak-end rule to become the best restaurant in the world
2/20/2025
30:40
In this episode we look at the rise of Eleven Madison Park to become the most critically acclaimed restaurant in the world. In particular we focus on their legendary customer service and how they used techniques like the peak-end rule to enhance diner’s memory of the visit. The lessons are relevant for all brands - not just those involved with fine dining.

More Episodes

Get the whole world of podcasts with the free GetPodcast app.

Subscribe to your favorite podcasts, listen to episodes offline and get thrilling recommendations.

Privacy Policy
Imprint
United States

How GEICO use the principle of concreteness to make memorable ads

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

More episodes from "Behavioral Science For Brands: Leveraging behavioral science in brand marketing."

How GEICO use the principle of concreteness to make memorable ads

Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant

How Hendrick's distinctive use of nostalgia explains their marketing success

Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You

How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C

Interview: Charles Spence, author of Gastrophysics, on the science of taste appeal

Interview: Nir Eyal, author of Hooked, on how to form lasting habits

How using humor helped Aviation gin laugh all the way to the bank

Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science

How Eleven Madison Park applied the peak-end rule to become the best restaurant in the world