This webinar series will discuss how designing for System 1 thinking unlocks growth across multiple marketing disciplines: decision-making, innovation, advertising, brand-building and shopper marketing.
In each 20 minute webinar, presented by two of the authors, Tom Ewing and Orlando Wood, we will discuss the key ideas raised by each chapter. These webinars are scheduled to give you time to read each chapter before attending the webinar. Chapter 1, Chapter 2, Chapter 3 and Chapter 4 are currently available.
Chapter 1: Decision-Making: (Watch the Recording)
In this first webinar of the series, Tom and Orlando lay the foundations for the rest of the book, discussing the features of System 1 thinking and why it's so important for marketing.
Chapter 2: Innovation: (Watch the Recording)
In the second webinar of the series, we show how System 1 thinking (how humans make decisions) has an instinctive preference for the familiar. For consumers to accept your innovation, embed your great new idea in the familiar to make it Fluent - easy to recognise and understand. Fluent Innovation looks 80% familiar and 20% new.
Chapter 3: Advertising: 30-31 May
In the third webinar of the series, we explore emotional advertising. Emotional ads are by far the most likely to create long-term profitable growth. Harness the 7 basic emotions and fluent creative devices to make great advertising. The more people feel, the more people buy.
Chapter 4: Brand-Building: 13-14 June
Chapter 5: Shopper Marketing: 27-28 June
