Managing Director / Author
Phil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
May 2, 2024
51. Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden
Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distincti...
April 30, 2024
50. Decoding decisions: the hidden science behind why we buy with Phil Barden
Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing. Understand decision science's role in marketing Explore how scientific principles can be applied to ...