Module 4 - The Psychology of Brand Appeal

This session focusses on driving brand appeal. The content, originally created Phillip Adcock, a veteran in consumer psychology, outlines how to understand and influence shopping behaviour through various psychological principles. Key topics covered include the impact of emotion before reason, the significance of first impressions, the power of multi-sensory communication, and the optimisation of messaging through processing fluency, humanization, and social proofing.

The Podcast aims to equip professionals with the skills to enhance brand visibility, engagement, and sales by aligning marketing strategies with the inherent ways human brains process information.