Phil Barden is a brand expert, author and speaker who combines his years in client-side brand management with a scientific approach to understanding how people make decisions, a key factor in successful branding and marketing. He was the force behind one of the earliest viral videos in the UK, T-Mobile’s... Read more
Phil Barden is a brand expert, author and speaker who combines his years in client-side brand management with a scientific approach to understanding how people make decisions, a key factor in successful branding and marketing. He was the force behind one of the earliest viral videos in the UK, T-Mobile’s iconic Liverpool Street Station flashmob dance video.
This success led Phil to found the UK arm of DECODE, the marketing agency behind the groundbreaking study that revealed the neuro-psychological drivers of human behaviour. The iconic T-Mobile campaign increased sales by almost 50 per cent and helped reduce customer churn in the years that followed.
Phil Barden has a profound understanding of what drives consumer habits and, most importantly, how to instill brand loyalty, or brand memory structure. His expertise lies in applying behavioural science to marketing. In 2022 he published the second edition of his 2013 book Decoded: The Science Behind Why We Buy, in which he sets out the six universal goals that motivate people – autonomy, discipline, excitement, adventure, security and enjoyment.
Before setting up DECODE, Phil Barden spent many years in client-side marketing, working for Diageo, T-Mobile and Unilever, where he held several senior marketing roles.
Phil is a regular guest on business and marketing podcasts and his keynotes unpick the science behind human behaviour, AI and marketing, branding, marketing and audiences. In 2022 Phil was elected a Fellow of the Marketing Society.
In a cost-of-living crisis, how does the brain determine ‘value for money’? A £1 ice cream is ‘value,’ but so is a £5,000 handbag. Understanding the neuroscience behind value perception helps businesses shape pricing, positioning, and messaging.
AI feels like a fast-moving black box – many brands don’t trust it but know they need to act. This session demystifies AI and provides practical ways to leverage it, especially in creative brand communications, providing best practices and real-world examples of how global brands are using...
The brain processes all marketing stimuli from ads and packaging, to promotions, according to known principles. Applying ‘brain-friendly’ techniques improves effectiveness across all marketing activities. Using real-life case studies to prove how neuroscience-backed strategies can help brands increase profitability and market share.
Most businesses think they’re special, but the reality is that consumers don’t care. So how do you make them choose your brand? The secret lies in understanding human motivation and decision-making in order to develop actionable strategies that motivate the consumer and increase brand preference...