Brainfluence Podcast: Shankman, Kawasaki, and 8 More


We’re almost done with our first year of The Brainfluence Podcast, and we’ve got some great episodes for you in this wrap-up. Remember, you can listen right on the show notes page, subscribe in iTunes, Stitcher, or the player of your choice, or read the text version on the show notes page.

Want to know how to incorporate psychology in your design process? In Ep #41: The Psychology of Design with Joe Leech we don’t get fish, we learn how to fish. Joe explains why he wrote a book that teaches designers how to do their own research. Along the way, we hit one of my favorite user experience topics, the conflict between security and UX.

Customer service is the major battleground for building customer loyalty, according to author Peter Shankman. Peter and I have a lively chat about how sometimes all you have to do is be less bad than the competition, and why we are loyal to brands we don’t even like. Check out Ep #42: Zombie Loyalty with Peter Shankman.

Sticking with the loyalty theme, we got a different take from author Noah Fleming. We talked about the different types of customer loyalty, ways to inspire customers to become loyal fans, and other elements of Noah’s “evergreen” approach. Ep #43: Grow Evergreen Customers with Noah Fleming is worth a listen.

Ep #44: 4 Marketing Lessons from the Cruise Industry is a solo podcast that originated on a cruise ship somewhere between Komodo Island and Singapore. I’ve observed the cruise industry for years, and found some specific inspiration on this trip. I talk about the psychology driving the growth of the cruise industry and how this can be applied in any business, how to reduce the “pain of paying” and eliminate friction, and, with a hat tip to Bryan and Jeffrey Eisenberg, how to incorporate Buyer Legends in your business.

The most comprehensive investigation of neuromarketing technologies by researchers at a major university is complete, and the three lead scientists join me to talk about their findings. Check Ep #45: Scientists Get Closer to The “Buy Button” in The Brain with Angelika Dimoka, Paul Pavlou and Vinod Venkatraman to find out what the Temple University scientists found when they tested the predictive power of fMRI, EEG, biometrics, and implicit testing.

Branding expert Dennis Lee Yohn doesn’t focus on polishing your brand’s image, but instead talks about “Brand as Business.” Denise explains what she means by that phrase, plus why some retailers returned to using catalogs, and the use of storytelling in building a brand. She also analyzes rapid demise of one of the world’s strongest brands, Kodak, and describes the importance of design in building a brand. Listen to Ep #46: What Great Brands Do with Denise Lee Yohn for all that and more.

“Habit” is a topic of critical importance to marketers. When I spoke with author, entrepreneur and consultant, Neale Martin, he explained why so many marketers ignore habit and why they use the same outdated models they used in the 1970s. Google’s dominance over Bing is one example of a brand and product preference that is driven much more by customer habit than meaningful product differences. Listen to Ep #47: Habit, and Why Marketers Ignore It with Neale Martin to find out how to turn your product into a habit.

Guy Kawasaki is an author, an entrepreneur, and a brand evangelist, among other things. I cornered Guy for 30 minutes to talk about his new book, The Art of the Start 2.0. Along the way, Guy explains how to make customer processes easy, how he doubled the engagement on his daily tweets, and how busy entrepreneurs can build social media into their day. When you listen to Ep #48: Guy Kawasaki and The Art of The Start 2.0, you’ll also get a bonus: Guy’s recommendation for three books every entrepreneur should read.

In Ep #49: Elissa Moses and Neuromarketing Advances, we dig deep into the neuromarketing space with the head of Ipsos Neuro & Behavioral Science Centre. Elissa and I talk about Ipsos, whether computer webcams can really measure emotions, and why it’s important to be technology agnostic. We also get Elissa’s take on the Temple/ARF neuromarketing study.

And finally, we got the chance to talk to Amy Wilkinson, a strategic adviser, author, entrepreneur and lecturer at the Stanford Graduate School of Business. Amy explains why she chose to use “creator” instead of entrepreneur on her book, and lists the six skills that make up the creator’s code. We actually hear about all six in Ep #50: The Creator’s Code with Amy Wilkinson.

By the time you read this, there will be still more great content at The Brainfluence Podcast – be sure to subscribe so you get new episodes right away!

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