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 monthsRecordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.
Appearances
And that expectation affects your actual experience.
And it's just the same by wrapping your product in this sophisticated Danish imagery.
It sets up expectations about quality and sophistication.
It will change how they actually experience that product.
Now, I think when this was done back in the 1950s by a tiny little company, it probably was acceptable.
I don't think we'd recommend any massive brand did this today because it's at heart deceitful.
But the underlying point that the expectations you set up will affect the experience of the product, that's something that I think lots of people can learn from.
So I think Michael Aaron's right.
Starbucks, I think, are in the kind of right side of that ethical gray zone.
The original Haagen-Dazs, a bit more dubious.
I mean, I think generally with a brand, there are the occasional dubious ones like Haagen-Dazs.
But most of the time, there is no absolute term that you need to have for a brand.
So you've got amazing scope to pick things with positive connotations and still stay reasonably honest.
They give you wings.
So the big thing with Red Bull
is they're applying this principle of price relativity.
When we are trying to work out what a fair price to pay for a product is, we don't think about the benefits we'll get and then think about what's a fair price to pay per single benefit.
What we do instead is construct this mental comparison set.
And we think, well, if this new product is more than something similar, it's bad value.
If it's less than something similar, it's good value.
Showing 1121–1140 of 1,228 · page 57 of 62
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