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Behavioural Science for Brands

Course Guide

How to influence people to love your brand and buy your products

There have been shelf-loads of books written about behavioural science and psychology. So, do we need this course?

The short answer is yes. This course is different.

Most commentators have focused on describing the findings of behavioural science. That’s useful, but it’s not ideal for marketers or those running their own businesses.

Instead of describing academic findings, this course shows you how to apply them, to make your brand even more successful.

Behavioural science can improve all aspects of marketing: from pricing to promotions, from media to messaging. If your customer is human, there will be something for you.

How can we do this?

We will look at a wide variety of biases (not just the most popular ones) and explain how you apply them.

But variety can be confusing, so we’ll also introduce you to a simple framework, C.R.E.A.T.E.S., for navigating the complexity.

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Bradley C.

Australia

I was unsure of this at first, however, learning on your time, in a fun way, works for me!

Magnus H.

Germany

So glad I signed up! The variety of techniques to test your understanding is great and the team behind the scenes even better.

Magda B.

United Kingdom

I didn't know what to expect, but delighted I joined. Excellent stuff. It made my morning commute much more bearable.

Charlotte B.

United Kingdom

Really easy to digest and the right balance of video and article content.

Nicola R.

South Africa

Fantastically interesting, diverse and ultimately engaging, perfect for the curious.

Chapters

AN INTRODUCTION TO BEHAVIOURAL SCIENCE

An intro to behavioural science.

WHY CONTEXT MATTERS

Discover how context influences the way your message is received.

IT'S ALL RELATIVE

Learn how you can position your brand by drawing relative comparisons.

MAKE IT ATTRACTIVE

Learn the simple techniques to make your brand as attractive as possible.

TIMING IS EVERYTHING

Understand how timing influences consumer behaviour.

MAKE IT EASY

The easier you make something to do, the more likely it will be done.

GET SOCIAL

Master how to leverage our inherent social nature for your brand’s benefit.

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Cannes Lions pass

Get access to all current and upcoming Cannes Lions courses for 1 year

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Meet your

Thought leaders

Richard Shotton

Richard is the author of The Choice Factory, a best-seller now translated into six languages. It won BBH’s ‘World Cup of Advertising Books’ – a poll of nearly 5,000 marketers to find the best book ever written on advertising.

Richard is the founder of Astroten, a consultancy that uses insights from behavioural science to help brands solve their communication challenges.

He tweets about the latest social psychology findings from the handle @rshotton.

Website: www.richardshotton.com

WARC

WARC provides the latest evidence, expertise and guidance to make marketers more effective. In fact, it’s our mission to save the world from ineffective marketing.

Our clients include the world’s leading brands, advertising and media agencies, media owners, research companies and universities - including the top-five largest agency groups and top-five largest advertisers in the world. They rely on us for rigorous, unbiased information and advice on almost any advertising and marketing issue, which we deliver via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.

Website: www.warc.com

Cannes Lions

Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. Now for the first time anyone in the world can learn from and be inspired from the best of the best in the industry all from the comfort of your own home.

Website: www.canneslions.com

Cristina Balanzó

Ph.D., Consultancy Director / Board Member of Walnut Unlimited, the human understanding agency within the Unlimited Group. Prior to this, Cristina was Global Head of Neuroscience at TNS. Cristina has over eleven years’ experience in advertising agencies, including the position of Strategic Planner at McCann Erickson. Cristina holds a degree in Sociology and a Ph.D. in Communication. Her doctoral thesis deals with improving advertising effectiveness and consumer insight using cognitive neuroscience approach.

Website: www.walnutunlimited.com

Tara Austin

Tara Austin is Chief Strategy Officer at Kindred - a creative agency that specialises in delivering positive change across the public and private sectors. With a decade in brand strategy behind her at Publicis and Ogilvy, Tara considers herself fortunate to have been at the forefront of the revolution in applied behavioural science as one of the founding members of Ogilvy Change, the dedicated behaviour change practice at Ogilvy.

Website: www.kindredagency.com

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What people are saying

Gianna R.

Italy

It's been the first time I cried and laughed so much attending a marketing course. You gave me insights to communicate in a better way as a marketer, but also as a wife, as a mum, as a human being. Thanx!

Tommy C.

Sweden

A very interesting subject and I really liked the setup of the course. Short, interesting lectures, clear examples and questions that invited to some reflection. Well done!

Andrew B.

United Kingdom

A wealth of information and insight brought together in a cleverly structured way.

Jan M.

Czech Republic

I read Richard Shotton book and loved it, this course is a great sum with a lot of examples from marketing which is something that I miss on the internet. Thank you!

Ross C.

United Kingdom

The drawing of examples from real life, with insights into how they'd be applied in the brand world makes it a great combination of interesting and useful.

Hala K.

France

Great, diverse and rich content provided in an easy to read and memorable way. I liked the switch between videos and text, the links to extra resources and reading and the wealth of examples provided that makes the course more concrete and helps project how to apply the learnings.

Magnus H.

Germany

This provided me with a really helpful framework to use on our marketing campaigns and was enjoyable and straight forward. Some really helpful advertising examples and a great addition to Richards book.

Elizabeth G.

United States

I've taken both the Storytelling and Behavioural Science course from Cannes. I felt that they were very informative and I know I'll apply the learnings to my role as a Strategist. I do recommend you go through the modules yourselves -- there were some links that were broken or articles we couldn't access.

Till B.

Germany

Great insights, great materials, great course!

Nina J.

United Kingdom

This course was fantastic - full of insight, interest - and fun. It didn't feel like learning (though I came away with plenty of useful gems, so clearly I did learn a lot!)

David M.

United Kingdom

I have been reading for several years in and around behavioural science. This course provided a plethora of further reading, and sites to add to my list. Very enjoyable and perfectly balanced between information and interaction with great tempo. You just want to go on and on.

Frank B.

United States

I enjoyed the pacing and sections. Each chapter was manageable in terms of chunked content. The videos and linked articles were extremely helpful!

Andy V.

United States

I heard about this from a colleague at Google, is a really handy straightforward guide to behavioural science, I had little prior knowledge of the fiend but found it easy to understand and full on interesting case studies, experiment, biases and frameworks.

Armand S.

Philippines

It was easy to understand. The pacing was nice. I can easily incorporate the learnings in my work.

Adam R.

United Kingdom

Easily digestible chapters, lots of further reading in the links, really interesting subjects...maybe some of the questions could have a been a touch harder, but on the whole I thought it was great and have recommended to others.

Gonzalo G.

China

This course seemed a bit more comprehensive than the Behavioural Economics one, but still would love to be able to get deeper into the subject through the platform. Introduction courses are great, but leave me wanting more, much more

Keith B.

Ireland

Enjoyable course filled with solid article citations - a great resource a a refresher for myself on the subject.

Peddinti S.

India

Wonderful course

Pau F.

Spain

Nice and easy to follow. Was my dream course

José C.

Mexico

An incredible course by one of the best behavioural scientist.

Derek M.

United Kingdom

Enjoyable course, with interesting links throughout to emphasize the points being made. Perhaps a bit more on the theory would have been beneficial.

Su K.

Singapore

I took this after the behavioural economics course so it’s quite similar in some ways.

Elmari S.

South Africa

Really enjoyed the presentation of behavioural science within the context of brands and advertising. The discussion section below each lesson is also quite insightful; pls expand this to include as many comments as possible.

Maren U.

United Kingdom

Managed to finish this in a day, started in the morning and couldn't stop, really enjoyed learning about the biases and examples, is eye opening to see how easily we can be nudged to change our behaviour.

Tim H.

Netherlands

Science brought into practice with inspiring examples from excellent advertising.

Eddie L.

Israel

The examples where interesting but I needed it to be more practical with Technics not just the information.

Emma C.

United Kingdom

I liked that you were tested at the end of every chapter, re-enforcing the lesson. I also really liked all the links to further reading and resources which will help the course live on!

Hugo C.

Mexico

Pretty interesting topics, nicely presented. It was fun learning experience.

Michael H.

United Kingdom

Really interesting material, written in a way to make it easy to understand. Never felt overly complex, but not patronising either. Some of the chapters could maybe have been a bit longer, with a bit more depth.

Joris N.

Netherlands

Very interesting overall, but I'd love a little more context and info about the model that was used. Besides that: nice examples. Personally, this course feels more like an introduction - I'd love more!

Bart M.

United States

great course. would love some kind of checklist for marketers to make it super frictionless to apply these principles. would only require slight re-jiggering of your tips booklet

Serhat Ş.

Turkey

Course is amazing. There were so many academic proof and source for external reading but course was a little bit short. Maybe it could be more detailed.

Xiaohua L.

Singapore

Interesting take on the science on branding. Makes people more aware of the techniques used by marketeers in everyday lives.

Declan G.

France

Good quality lessons, meaningful insights but often the evaluation question at the end was too easy. For paid MOOCs I like to feel challenged in order to feel I deserve my certificate.

Aaron B.

United States

Good content, must create compelling reason to watch each video.

Lina W.

Singapore

Fantastic

Anna B.

United Kingdom

Very easy to follow and to assimilate. Lots of video clips to illustrate points. Like the interactive element of uploading our own examples.

Peter D.

United Kingdom

Thought-provoking and practical, an enlightening and rewarding course.

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Behavioural Science for Brands