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Raw Spirit: the benefits of blunders by Richard Shotton

Cover of  by Richard Shotton

The smartest brands have recognised that exhibiting a flaw makes them more appealing, and they have use the pratfall effect to stand-out from their competitors.

Consider, the DDB VW campaign. From 1959, they gloried in the flaws of the Beetle. The looks of the car were gently mocked with one print ad featuring a photo of the lunar module and the headline, “It’s ugly but it gets you there”.

... Richard will be discussing behavioural economics and how it can be used to improve your marketing at the IDM Annual Lecture Series on March 7. This session will discuss the study of decision-making and reason why people buy particular products and how the mind is unconsciously biased. Attendees of this session will also receive ... Richard’s best-selling book, The Choice Factory.

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