Michael Aaron Flicker

Good for you, Mike Brown.

Good for you, Mike Brown.

Who let the dogs out?

Let the dogs out.

What's that?

We're fine, guys.

I told Beck to get the fuck up again.

I said, Beck, he's getting escorted.

I said, Beck.

It's like, dude, we're good.

Relax.

Relax.

There you go.

Pumpkin Spice Latte was a winner for Starbucks from the first year they launched it.

It took a lot of courage for them as a brand to turn it off.

And you could imagine that if Pumpkin Spice Latte could be bought in May, would it be as exciting?

Thanks so much for having me.

So it's our contention that great brands are led by great strategists, great CEOs, CMOs, and they come up with a way to position the brand in the minds of buyers that's really effective.

Sometimes they may know the behavioral science underpinnings of why that's the case, but many times they just are uniquely good at getting us to feel a certain way and then want to buy a certain product.

Behavioral science helps us understand why that might be, what maybe gave them a leg up that maybe they knew about or maybe they didn't.