Slides from our Twestival talk in Suffolk - to raise money for the Suffolk Disability Care Fund. Please note: we are not crediting the research as our own work. Stories and research come from the minds and books of Rory Sutherland, Seth Godin, Martin Lindstrom, Malcolm Gladwell and Dan Ariely.

1. Don’t think of a camel
with Chris Waters and James Kindred
of Condiment

2. Standing on the shoulders of giants

3. Rory Sutherland

4. Martin Lindstrom

5. Malcolm Gladwell

6. Seth Godin

7. Dan Ariely

8. Stories

9. Things you might like to consider

10. Fast bits

11. The Aircraft’s Toast.

12. Aircraft don’t fall out of the sky.

13. Odds of being killed in a flight with one of the
top 25 airlines with the best accident rates?

14. One in 9.2 million

15. Some say aircraft are
as dependable as toasters.

16. Plane crashes most likely occur because of an
accumulation of minor events.

17. The typical aircraft crash involves seven
consecutive human errors.

18. And those seven errors are rarely ones
of skill or knowledge.

19. They’re errors of communication.

20. Perhaps this is the same of many businesses.

21. They don’t fail for one reason.

22. They don’t fail because the
product or service is simply terrible.

23. They fail because they can’t communicate the
benefits of their product or service.

24. Communication is vital –
regardless of your industry.

25. The Scientist’s Jumper

26. Many of us wouldn’t consider
ourselves superstitious.

27. But we don’t walk under ladders.

28. Or walk over three drains.

29. And we say ‘touch wood’, or we find some
wood to touch for luck.

30. Or we toast to good health.

31. Rationally, of course,
none of this makes any sense.

32. In a turbulent world, we seek control in
whichever way we can.

33. Bruce Hood is the Director of the Bristol
Cognitive Development Centre in the
Experimental Psychology Department at the
University of Bristol

34. Hood proved his point at a science fair in
Norwich a few years ago.

35. He held aloft a jumper, and asked if anyone
would be prepared to try it on for him.

36. He would pay the model ten pounds.

37. Hands were aloft everywhere.

38. Hood then told the audience that the jumper
once belonged to Fred West.

39. Hands shot down.

40. Evil cannot exist inside a jumper.

41. We are not rational creatures.

42. We don’t buy for rational reasons.

43. The King’s Spuds

44. In 1774, Frederick the Great of Prussia was
looking for an alternative to bread.

45. If he could introduce another crop, he’d
reduce the price of bread and mitigate the risk
of famine following a bad harvest.

46. He chose potatoes.

47. His people were unimpressed.

48. “Not even the dogs will eat them.”

50. For royalty only.

51. But as every peasant knows...

52. If something’s worth guarding,
it’s worth stealing.

53. Before long, potatoes were being grown
all over Prussia.

54. Change perceptions.
Not products.

55. The Intern’s Turn

56. In 2008, an advertising agency in Canada were
charged with increasing the sales of Shreddies.

57. It’s reported that the campaign idea
came from an intern.

58. With one very subtle change, the advertising
agency created a memorable campaign.

59. And that subtle change
was a 45-degree turn.

63. The problem and solution
don’t always have to be sensible.

64. Highlight a problem nobody’s ever noticed.

65. Dyson’s Bladeless Fan

67. “No blades. No buffeting.”
read the marketing material

68. No one has ever complained of buffeting.

69. Frank Bench’s Gamble

70. Otto Frederick Rohwedder

71. Born on July 7, 1880.

72. By the age of 32, he had formed
an unshakeable belief.

73. He believed that pre-sliced bread would be a
major convenience for consumers.

74. So in 1912, Otto began working on an
automatic bread slicer.

75. Unfortunately, bakers scoffed at
Otto Rohwedder’s early slicers.

76. Otto persisted.

77. Sixteen years later, Otto created a way for his
bread slicer to wrap the bread in wax paper
immediately after slicing.

78. He travelled to Chillicothe, Missouri
to meet Frank Bench.

79. Frank gambled. And on 7 July, 1928, started
selling “Sliced Kleen Maid Bread”.

80. Frank Bench’s sales skyrocketed.

81. Two years later, Wonder Bread began to
commercially produce sliced bread.

82. Great ideas require inspiration ...
and perspiration.

83. The Bartender’s Bet?

84. There are many real ale drinkers out there
who’ll tell you the reason lager is served cold.

85. Because it numbs the taste buds.

86. Even Fosters acknowledged it:
“Well, you wouldn’t want a warm one!”

87. So if differentiation in the
lager market is minimal ...

88. How did Corona become one of the world’s
biggest selling lagers in a short space of time?

89. A wedge of lime.

90. The reason isn’t important.
(Only that the reason remains a mystery.)

91. Corona with lime is now a ritual.

92. Ritual:
“a series of actions or type of behaviour
regularly and invariably followed by someone”

93. Why do we have Magners with ice?

94. Why do we wait for a Guinness?

95. Rituals are perhaps the
ultimate brand experience.

96. Make your solution sound cleverer
than it actually is.

97. Isotonic sports drinks sound like a wonderful
scientific invention.

98. Isotonic drinks have the same proportion of
salt and sugar as you lose during exercise.

99. That’s it. Water, salt and sugar.

100. The Economist’s Mistake?

102. 80% bought the web and print subscription

103. Nobody bought the print only subscription

104. 20% bought the web only subscription

105. The rational approach?

106. Remove the option nobody buys.

107. 20% chose the web and print subscription

108. 80% chose the cheaper web subscription

109. A weekend in Paris – all expenses paid
A weekend in Rome – all expenses paid

110. A weekend in Paris – all expenses paid
(doesn’t include coffee)

111. Inferior options help our
decision paralysis

112. The Children’s Chips

113. “To do a common thing
uncommonly well brings success.”
Henry J. Heinz

114. Kids love lots of chips
with lots of sauce.

115. Parents prefer their kids to have
fewer chips with less sauce.

116. A typical five-year-old consumes 40% more
ketchup than a typical forty-year-old

117. Condiments provide a child with their only
source of independence at the dinner table.

118. The glass bottle kept the parents in charge of
their child’s sauce consumption.

119. So in 2002, Heinz introduced the inverted
squeezy ketchup bottle.

120. Ketchup consumption has risen by as much as
12% in homes that use squeezy bottles.

121. Product buyers and product users
don’t have to be the same people.

122. We’re overworked, underpaid and stressed.

123. We’re vulnerable.

124. Play on fear.

125. Shampoo stings.

126. Your child will cry.

127. Johnson & Johnson
No More Tears

128. The Guitarist’s Melody

129. Francisco de Asís Tárrega y Eixea

130. At an early age, an infection permanently
impaired his eyesight.

131. Francisco started playing classical guitar.

132. 1902, at the age of fifty Francisco
wrote a song called ‘Gran Vals’

133. 91 years later, a decision was made that would
make bars 13-16 of Gran Vals one of the most
heard melodies in the world.

134. It became the default Nokia ringtone.

135. 2000-2002

136. In 2003, Nokia's share of European
handset market fell 20%

137. The Nokia Tune had become
synonymous with annoyance.

138. So the next time ...

139. you pick up a jumper in Gap because
you want to feel the material.

140. notice how the table is a perfect height to
entice your touch.

141. Or the next time ...

142. you buy a Coke in a paper cup,

143. notice how distinct the sound is of the straw
going through the lid into the drink.

144. Better still, consider the iPod’s circular song
selector and the ‘ticks’ you hear as your thumb
makes the circular motion.

145. Branding isn’t exclusively visual.
Could you ‘own’ a sound, scent,
touch or taste, too?

146. The Actor’s Legacy

147. “I’m Spartacus” cried everybody other than Kirk
Douglas in the 1960 film directed by Stanley
Kubrick.

148. It was a defiant statement to demonstrate that
no one person should be punished.

149. Last year, the phrase became a popular Twitter
hashtag after Paul Chambers was fined for
‘threatening’ to blow up Robin Hood airport.

150. And it was also the basis for one the greatest
heckles of all time.

151. Eric Douglas, son of Kirk,
was a stand up comedian.

152. Once, on stage at Jongleur’s in London,
Eric’s struggling to incite laughter.

153. “Tell us a joke” cries a heckler.

154. Eric Douglas fires back something offensive.

155. More people join in.
“Tell us a joke!” they demand.

156. “DON’T YOU KNOW WHO I AM?”
shouts Eric Douglas.

157. “I’M KIRK DOUGLAS’S SON!”

158. “No,” says a man towards the back.

159. “I’m Kirk Douglas’s son.”

160. Another person stands up and declares:
“I’m Kirk Douglas’s son.”

161. Brilliant, spontaneous ideas are infectious.
How fast can you ship yours?

162. The Club’s Decor

163. You don’t see any cigarette advertising
around anymore.

164. Or do you?

165. Donna Sturgess, global head of innovation
for GlaxoSmithKline:

166. “It’s an unfortunate irony that as a result of
government ban, tobacco companies have fast-
forwarded into the future.”

167. “In effect, cigarette companies have been
forced to develop a whole new set of skills.”

168. Philip Morris International is one of the largest
tobacco companies in the world.

169. One of their brands is ...

171. The Marlboro brand is ingrained
in our culture.

173. Philip Morris has taken to interior design.

174. These installations are known as ‘Marlboro
Motels’ in the industry.

175. Nightspot lounge areas with comfortable red
sofas in front of video screens showing scenes
that evoke the Wild West.

176. Nucleus Accumbens.

177. Each half of the brain has
one nucleus accumbens.

178. It plays an important role in
reward, craving and addiction.

179. In fMRI brain scans, the nucleus accumbens
lights up when subjects see cigarette packets.

180. And exactly the same area lights up when
subjects are shown these types of image:

182. And it’s not just Marlboro with such a strong
brand in the tobacco industry.

183. So next time you’re in a swanky club,

184. which looks like
something out of arabian nights.

186. Don’t think of a Camel.

187. Thanks.