The Analytical Brand

Can a packaging redesign actually increase sales? In this episode, we dig into the science of packaging with Dr. William Caruso, senior marketing scientist at the Ehrenberg-Bass Institute, Adelaide University. Dr. Caruso explains why packaging doesn’t create demand but rather facilitates purchase, and why a redesign in isolation almost always does more harm than good. Together with host Martin Sch...

What makes some ideas impossible to change minds about while others are surprisingly easy? In this episode, we dive deep into the psychology of persuasion with Dr. Sarah Stein Lubrano, author of "Don't Talk About Politics" (though politics is exactly what we discuss). Dr. Stein Lubrano reveals the fascinating science behind cognitive dissonance and why our attempts to convince others often backfir...

What does it really take to make data matter inside complex organizations, and why do so many insights fail to drive action? Amy Avery, Head of Analytics, Modeling & Insights at Bank of America, joins The Analytical Brand for a conversation on turning raw data into meaningful business decisions. She shares her journey from leading analytics in a creative agency to building a world-class insigh...

What actually makes advertising work, and why do so many brands still get it wrong? Welcome to The Analytical Brand . In this debut episode, we’re joined by advertising effectiveness expert Andrew Tindall for a sharp, insightful look at what truly drives impactful marketing. He and host Martin Schiere unpack the biggest mistakes brands make, from undervaluing distinctive brand assets to misunderst...