One marketing tactic a week means one idea worth naming. Here they all are, defined, each linked back to the issue it came from.
Becoming properly useful to a world your audience already cares about, so people show up for the identity and the product rides along, rather than interrupting their attention with a logo.
Read the issue: Red Bull: how they became a media company that happens to sell drinks →The finding that offering more options doesn't reliably overwhelm buyers, except when the options are hard to compare and the buyer already has a fixed idea of what they want.
Read the issue: Steve Jobs couldn't name his own laptop →How long a wait feels, as distinct from how long it is: shaped more by whether the wait feels reasonable and explained than by the raw number of minutes.
Read the issue: The psychological trick behind Uber's map →The way price alone signals quality when a product is unfamiliar or hard to judge before buying, so an unexplained low price can raise suspicion instead of trust.
Read the issue: The £40 flight that made me suspicious →The feeling that something is yours, tied to identity and history, even when what you own is partly symbolic or intangible.
Read the issue: "Member since": the 2 words worth billions →The tendency to assume something built to do only one job does that job better than something trying to do several, even without testing the difference.
Read the issue: Google won by doing one thing →The finding that people value something more once they've put their own labour into creating it, even when the effort changes nothing about the finished result.
Read the issue: The IKEA effect: why building it yourself makes you value it more →Not signed up yet?
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