Richard Shotton

speaker

1,228 appearances 5 recordings 4 series first heard Jan 2026 last heard 27 Jun

Richard Shotton’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

One of them would be an animal.

And then I would take those lists away, ask you what you could remember.

And overwhelmingly, people were much more likely to remember the distinctive animal rather than the kind of nine bits of furniture.

So her argument was we are hardwired to notice what's distinctive.

Now that is a very, very well-known finding.

It's been repeated over the last kind of 90 odd years.

But if you think about an awful lot of advertising, brands end up aping the behavior of their competitors.

You know, you look at watch ads, they all follow the same formula or car ads, you know,

in britain it's always a kind of seems to be a kind of central european dusty mountainous scene with them going around the the corner now again and again these norms of behavior spring up and when it comes to water there were some you know traditions that every brand like perrier or all the others seem to adhere to which is you've got to have clear glass so people can see the purity of products you've got to have shots of nature you've got to

and have alpine scenes and yoga moms.

And I think what Liquid Death did so brilliantly is realize, you know, all this stuff is just there for tradition's sake.

You don't need to communicate in that way.

And actually, if we take the polar opposite approach and we behave like a craft beer or an energy drink and have these outrageously gory ads and, you know, kind of out there humor, that will stand out.

It'll get attention.

And frankly, if you don't have attention, everything else you do in marketing communication is academic.

So I think that relentless pursuit of being distinctive,

And then crucially, being distinctive in a consistent way.

They didn't have one ad that was out there in a certain direction and then a completely different one the next time.

They all had this theme of kind of behaving like a heavy metal band or a craft beer brand.

So they had this recognizable way of breaking conventions.

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