How Everlane have harnessed the principle of fairness to grow their brand
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. - A podcast by Consumer Behavior Lab - Thursdays
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Everlane’s success has partly been driven by differentiating themselves from the rest of the fashion industry. Crucially they have reframed the competition as behaving unfairly. In this episode we look at a series of behavioral science experiments that show brands can disrupt consumer apathy if they position the competition as having behaved unfairly. We cover a range of studies by Werner Guth, Sally Blount and Richard Thaler. Most importantly we focus on the practical marketing applic...
