The Analytical Brand

Why Most Packaging Redesigns Fail with Dr. William Caruso

Fri, 03 Jul 2026 11:05:00 +0300

Can a packaging redesign actually increase sales? In this episode, we dig into the science of packaging with Dr. William Caruso, senior marketing scientist at the Ehrenberg-Bass Institute, Adelaide University. Dr. Caruso explains why packaging doesn’t create demand but rather facilitates purchase, and why a redesign in isolation almost always does more harm than good.

Together with host Martin Schiere, Dr. Caruso challenges much of what marketers assume about modernization, distinctive assets, and cultural differences. He explains why marketers consistently overestimate the strength of their own assets, why no redesign in his research ever reversed a declining sales trend, and why "modern" is the wrong word for what brands are really chasing.

Tune into this episode as we explore:

(00:00) Why redesign alone won't increase sales

(02:20) Does it make sense to do a redesign?

(03:56) Aesthetic appeal—a better word than "modernization"

(05:32) Clarity, coherence, and familiarity

(08:25) Distinctive assets vs. shopping assets

(10:16) How to measure aesthetic appeal

(13:29) The mere exposure effect and likability

(14:00) When a redesign turns negative

(16:00) Why marketers overestimate their distinctive assets

(16:40) The myth of the loved brand

(17:42) Making seasonal packaging work for your brand

(20:30) Redesign as a B2B tool for retailer presence

(22:27) Cultural difference in packaging—real or overestimated

(26:13) Standing out on shelf vs. standing out in the mind

(28:40) Why point of sale is underrated

(31:30) How online shopping changes packaging

(33:24) Good and bad outcomes of a redesign

How Social Relationships Can Change Your Mind with Dr. Sarah Stein Lubrano

Thu, 19 Mar 2026 17:53:00 +0300

What makes some ideas impossible to change minds about while others are surprisingly easy? In this episode, we dive deep into the psychology of persuasion with Dr. Sarah Stein Lubrano, author of "Don't Talk About Politics" (though politics is exactly what we discuss). Dr. Stein Lubrano reveals the fascinating science behind cognitive dissonance and why our attempts to convince others often backfire spectacularly.

From her research on why farmers buy drought-resistant seeds while denying climate change, to Obama's organizing techniques, to why protests don't work the way we think they do, Dr. Stein Lubrano challenges everything we think we know about changing minds. She explains why your neighbor at the barbecue will never be convinced by your facts, which topics are persuasion-proof, and why the most effective convincing happens when people convince themselves.

Tune into this episode as we explore:

(00:00) What cognitive dissonance really means

(02:20) Why some beliefs are harder to change

(04:56) Identity, values, and brand loyalty

(06:09) Reasoning as social navigation

(08:01) Focus on persuadable people, not everyone

(09:22) Why actions change beliefs

(11:40) Why debates rarely work

(13:36) Real connection beats messaging

(17:57) All persuasion is self-persuasion

(21:53) Why friends shape beliefs and behavior

(26:54) Why protests don’t change minds

(30:12) How opinions actually shift

(32:50) The power of negativity in attention

(36:20) What drives long-term change

Building a Data-Driven Culture at Bank of America with Amy Avery

Thu, 18 Dec 2025 14:45:00 +0300

What does it really take to make data matter inside complex organizations, and why do so many insights fail to drive action?

Amy Avery, Head of Analytics, Modeling & Insights at Bank of America, joins The Analytical Brand for a conversation on turning raw data into meaningful business decisions. She shares her journey from leading analytics in a creative agency to building a world-class insights function at one of the largest banks on the planet. Hear about the power of storytelling in analytics, the balance between intuition and evidence, and what it takes to embed data at the heart of decision-making at scale.

Tune into this episode as we explore:

(00:00) Storytelling data for creatives

(04:38) Uncovering what data is really needed

(09:35) Balancing insights with action

(10:36) Starting with consumer understanding

(14:07) How data impact drives engagement

(20:04) Getting closer to human behaviour

(21:22) Who controls decisions and data

(26:23) Aligning data with real truths

(29:44) The role of data in decision making

(31:04) Using data to optimise decisions

(35:17) Robot ads and experimentation

(37:28) Balancing internal and external data

Why Effective Advertising Still Starts With Building Memory

Tue, 16 Dec 2025 07:28:00 +0300

What actually makes advertising work, and why do so many brands still get it wrong?

Welcome to The Analytical Brand. In this debut episode, we’re joined by advertising effectiveness expert Andrew Tindall for a sharp, insightful look at what truly drives impactful marketing. He and host Martin Schiere unpack the biggest mistakes brands make, from undervaluing distinctive brand assets to misunderstanding the emotional power of advertising, and share practical guidance on adapting creative for different channels. They also explore short-form and skippable content, the balance between emotion and effectiveness, and why radio and outdoor remain underrated.

Tune into this episode as we explore:

(00:00) Branding and advertising strategies

(06:14) Creative effectiveness across media

(07:04) The key lesson in modern marketing

(10:07) Building brands through attention channels

(15:39) Left- vs. right-brain advertising

(17:34) Aligning advertising with how the brain works

(19:49) What creativity really means in advertising

(25:22) How emotions shape brand image

(26:35) Why positive emotion drives ad success

(30:30) Charity messaging and values alignment

(34:22) Why outdoor advertising is underrated

(37:51) Gratitude and reflection