The Weekly Whiplash #1
60 minutes of marketing science from around the internets, compressed into 5.
Some of you can find 60-mins a week to read. Some of you have only 5. Whether you want to do it in 60 or 5, we’re curating all the good stuff from around the internet on the Brand Fetish newsletter every Tuesday.
Welcome to the 1st Edition.
The 1st 15 minutes:
How Strava Fitness App Uses Psychology to Create an Ecosystem of Motivation to Keep Customers Engaged [Case Study]
The 1-min breakdown:
Strava uses 03 techniques to keep people using the app continuously.
Ecosystem of motivation
Things that motivate you today, might not motivate you tomorrow. Strava draws from Self-determination theory to create multiple intrinsic and extrinsic rewards. If one fails to motivate, another will.Effective feedback
Strava has experienced athletes as well as newbies who seek a healthier lifestyle. While newbies value feedback about the small wins, the more experienced athletes value feedback about what they couldn’t complete. There’s a study about that titled “Motivation Resulting from Completed and Missing Actions”.Happiness homeostasis
Happiness is a combination of pleasure and purpose. Everyone has their unique balance. Strava gives avenues for people to experience both, through its UX.
This case study is by insidebe. Brand Fetish subscribers get 15% off their first purchase. E-mail / comment if you need a the coupon code.
The 2nd 10 minutes:
The Neuroscience of Storytelling [Audio/Article]
1/2-min breakdown:
Storytelling (right brained, emotional) achieves what statistics (left brained, rational) cannot. People process and remember more information when storytelling is used as the means of delivery. The most effective stories are those that leverage the mimetic nature of humans.
Now, 18 minutes of Rory:
Perspective is Everything [Video]
1/2 minute breakdown:
We go through 15 years of school and university learning how to approach problems rationally. However, problems are inside people’s heads. And we are not rational. See the problem? If not, watch the video.
Watch the full video:
Deck of the week: ‘Brand Glossary’ by Baiba Matisone
Warm Down (just random images)
You’ve believed this garbage at least once in your life.
And probably never seen this before.
Think about this.
And we’re done. Tell me what you like/dislike about this.
I'm going to give that "The Neuroscience of Storytelling" article a go! Good stuff.