One of the coolest things we learned was that embracing imperfections in your branding can actually make you more relatable and endearing to your customers. Plus, leveraging behavioral biases can give you a short-term boost while also building trust with your audience. Win-win!
Richard is the founder of Astroten, helping brands like Google and Barclays apply behavioral science. He authored "The Choice Factory," a best-selling book on marketing biases. His contributions have earned him honors from the IPA and affiliations with Churchill College, Cambridge University. His newest book, “Illusion of Choice,” is out now.