This week we’ve muscled past the marketing mafia to shakedown the Don of decision science; Phil Barden. His client-side chops cover working for T-Mobile, Unilever and Diageo, until a run-in with two Germans and a flash mob flung him headfirst into the world of neuroscience and understanding human behaviour. As MD at decision science consultancy DECODE Marketing, he’s written 'Decoded: The Science Behind Why We Buy', a best-seller with stacks of praise from the likes of Rory Sutherland. 
 
Phil gives us the lowdown on why he got into decision science, Tropicana’s failed redesign, the emotional side of Cillit Bang, scoffing Jaffa Cakes straight off the production line and tonnes more. There’s unmissable insight for brand mobsters managers too.
 
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Follow Phil on Twitter.
And on LinkedIn.
Or drop him a line.
And check out DECODE Marketing.

Decoded – The Science Behind Why We Buy by Phil Barden.

The Blogfather sunk his teeth into the Mouldy Whopper debate last week with help from Phil’s WARC article on the putrid patties. 
 
Book Recommendations:
 

How Emotions Are Made by Lisa Feldman Barrett

Copy, Copy, Copy by Mark Earls

Alchemy by Rory Sutherland 

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