Ted Talk: Rory Sutherland

• The shreddies branding is genius (diamond shape) people actually believed this marketing technique.
• Phones are possibly the most innovative piece of modern technology (with location etc) 
• You knew perception was a huge part of marketing and an equally significant factor in generating sales.
• proven fact that cheap, undervalued products can be completely revamped through developing a new perception around it.
•  all value is subjective, BUT an intangible change can be just as satisfying as a physical change.
•  Frederick realized the farmers would rather be jailed than forced to grow potatoes. So he took a new approach, and decided to re brand the potato – changing its perceived value. He declared that potatoes were only for the royal grew them in his garden, protected around the clock by his guards. 
• “When you place a value on things like health and love and learn to place a material value on what you’ve previously discounted for being merely intangible … you realize you’re much, much wealthier than you ever imagined.”
• Every country has their own ‘contextual alcoholic drink’ – take Pernod, in France it tastes great, but take it beyond the borders and it tastes like ‘absolute shite’.
• The interface fundamentally determines the behavior. Marketing has been the master at creating opportunities for impulse buying – but we’ve never created opportunities for impulse saving.
• It raises the question of how many problems we can solve by changing the perceptions people have.