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

All I was going to say is the moral from this, I'm aware of what is quite charming when it's a mum and dad brand is one thing.

When it's a multi-million dollar brand, it's a little bit less charming.

But I think the lesson is what we experience isn't just due to the physical products.

It's not due to just the milk and the fats and the sugars.

It's also what we think we're going to taste.

So the color of the packaging, the weight of it, the story behind it, the provenance, all these things are just as important.

And you as a marketer need to create those positive perceptions to give your product the best chance of success.

I think it's the fact that it was a faraway country that, you know, Europe rightly or wrongly probably had this aura of sophistication.

It's where luxury brands came from.

It's where, you know, Renaissance figures came from.

I think it was a sense of Europe having some of these values.

And then doubling down on Denmark because for a Jewish couple, their history of fighting against anti-Semitism was something that would have appealed.

I think that was the case of why Denmark in particular is more a personal story to them.

I think the point there is the time specific nature of the pumpkin spice latte.

So, you know, we've talked already about this idea of scarcity, that we want what we can't have.

The brilliant thing about Pumpkin Spice Latte is they launched this product.

They have huge success.

What 99% of businesses would have done is think, wow, we've got this cash machine of a brand.

Let's just run it all year round and let's maximize our profits.

And if a business had done that, it would have been super successful for a year or two.

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