How Hendrick's distinctive use of nostalgia explains their marketing success, Apple branding & advertising, Innovation podcast

Episode 63 How Hendrick's distinctive use of nostalgia explains their marketing success

In this episode we look at one of the world’s most successful gins: Hendrick’s. We explore three behavioral science principles that explain their growth: distinctiveness, consistency and nostalgia. In particular, we look at the experimental evidence from psychologists such as Von Restorff, Zajonc and Sedikides.

Episode Highlights

Breaking category norms makes brands more noticeable by leveraging the Von Restorff effect, which shows that distinctiveness increases consumer attention and recall.

A study by Constantine Sedikides found that nostalgic advertising reduces price sensitivity, making consumers more willing to pay a premium for products.

Key takeaways: Distinctiveness drives attention, consistent branding builds preference, and nostalgia can make consumers less price-sensitive.