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The behavioral hacks that create $Billion brands - Richard Shotton

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins Jon to explore the behavioral science behind the world’s most iconic brands. From Guinness’ 119.5 second pour to Red Bull’s unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death’s success, and how humor, jingles, and even “concrete expressions” can help brands stick in our minds.

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Jon Evans, Chief Customer Officer at System1, mission is to connect you with the world’s greatest marketing thinkers and most experienced CMOs to put theory into practice. Every episode is packed with real world experience and data based evidence of how marketing works.

Episodes

Carloyn McCall, ITV

Uncensored CMO Hosted by System1's Jon Evans

The behavioral hacks that create $Billion brands - Richard Shotton

Episodes

70 Years of TV Advertising - why it works & the best ads of all time

CMO masterclass & how to grow billion dollar brands

How to become an extraordinary marketing leader

Sydney Sweeney, the 3 rules of creativity & why strategy always comes before tactics

From blog to brand: how Ella Mills turned her personal brand into a global success with Deliciously Ella

How brand can become your company’s greatest asset

Turning creativity into a competitive advantage

The entrepreneur who raised £300m for charity after cheating death

Jaguar relaunch - genius or marketing madness

Marketing the world’s most successful video games from Call of Duty to Tony Hawk’s Pro Skater

Marketing secret sauce

How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands

Why advertising is broken & how to fix it

e.l.f’s $1Bn Rhode deal, 25 quarters of growth & the ‘So Many Dicks’ campaign

Why AI will be a creative game changer

How to build a brand on TikTok

From CMO to CEO - advice from The Marketing Academy founder

Startup masterclass - how Seedlip went from idea to Diageo exit in 3.5 years

Brand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller

Airbnb on their big new innovation, in-housing creativity and brand led communication

The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI

Mars Brand Building Masterclass

Chaos, Creativity & Courage - how Tubi took on the streaming giants

How not to be boring in B2B, AI agents and lessons from F1

Is the era of brand over?

Who killed Duo? How Duolingo built a brand on entertainment

The hidden forces that shape your customers' decisions

Rory Sutherland on why marketing is the answer to economic growth

Prof G on AI eating itself, social media rage & the end of the CMO

Forbes guide to being an influential CMO

Oreo’s playful positioning, bold innovation and brand partnerships

Cadillac’s re-launch of an iconic car brand for a new era

Rare Beauty: the story behind the success of Selena Gomez’s make up brand

Yum! CMO on cultural relevance, being innovative & creative risk taking (Taco Bell, KFC, Pizza Hut)

Creativity & Consistency: driving growth for the worlds largest beer brands

How Pfizer made the highest scoring Pharma ad of all time

Samsung CMO on Tech Innovation, Flying Ostriches & Doing More with Less

From Shark Tank to Super Bowl - the story of America's fastest growing beverage (Poppi)

The power of personalisation and how to deliver at scale

How not to plan: what matters most in 2025

How Amazon built distinctive assets, compound creativity and a winning culture

Fame, Feeling & Flamingos: how consistency helped Very hit new heights

How Tony’s Chocolonely is breaking the mould with their Dean of Dopeness

How to scale a challenger brand with Tony’s Chief Chocolonely Douglas Lamont (ex Innocent MD)

Google Retail MD on the power of search and the secrets to why we watch YouTube

The Power of Compound Creativity

The fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can

The brands trying to change the world

Social media masterclass in community and influencer marketing with Elfried Samba (ex Gymshark)

Ritson reviews the highest scoring beer ads of all time (down the pub)

Building Britain's Most Iconic Brands

How the NFL harnesses the power of emotion to drive record audiences

An innovation masterclass; how Mauro Porcini created a culture of innovation at Pepsi

David Droga on fearless creativity, founding Droga5 and becoming CEO of Accenture Song

Jon Evans Uncensored; what makes a great CMO and other lessons from 150 episodes with guest host Antonia Wade

The Next Creative Revolution

A Challenger Brand Workout with Gymbox Brand Director Rory McEntee

Brand of the year CMO on Innovation, TED talks and what B2B can learn from B2C

Characters, humour & disasters: how Geico changed the insurance game

The Mischief mindset behind the most creative agency in the US

How DoorDash built a $40 billion business in 10 years

2012 Olympics CMO on creating the worlds longest champagne bar, Olympic glory and a Paralympic legacy

How CMO’s get a seat in the boardroom and not get fired

From F1 to Manchester United: How marketing drives success in the worlds most elite teams

The Marketoonist on why humour is good for business

How e.l.f built a billion dollar beauty brand

How Gymshark built a unicorn with influencers

B2B brand building in the era of AI

Cannes Lions CEO on the power of creativity, the creator economy and making connections

How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world

From Hamlet to Haribo: the serious case for humour

How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank

Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden

Scott Galloway on the end of the brand era, monetising rage and how to create wealth

From bust to Boom! How Red Bull, ITV and Lloyds supercharge their people for serious growth

A CMO Masterclass - how John Lewis redefined emotional advertising

Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company

Uncensored CMO
Hosted by System1's
Jon Evans