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 · last 12 months

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

I think that is at the heart of their American success.

How important is humor?

Humor.

Yeah, absolutely.

So Mike Cesario, the founder of Liquid Death, he talks about the fact that he found it strange that the beers and crisps and candies, they had all the fun when it came to advertising.

And the healthy, virtuous goods were all a bit hair-shirted in their communication.

So they have definitely doubled down on being funny and humorous.

And again, it's a great way of attracting attention.

The etymology of advert is the Latin, I think, for turn towards.

And what do people turn towards?

They turn towards things that bring them pleasure and happiness.

They turn away from dry, dusty information.

So to get attention, one of the best things you can do is amuse people.

Yeah, so the origin story of Haagen-Dazs is, I think, fascinating.

And it is a little bit dubious.

I'm not saying I would recommend exactly what they do to other people.

But they were set up in the Bronx in the 1940s, maybe the very early 50s.

And they were set up by a Jewish couple who had emigrated from, I think, Ukraine and Russia.

And they had moved to New York, kind of gone into the family ice cream business, and they decided they wanted to launch this premium sophisticated ice cream.

They weren't going to charge a lot more for it than their competitors.

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