Phil Barden has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered ‘decision science’. DECODE’s work led to the Liverpool St flash mob ‘dance’ ad which increased... Read more
Phil Barden has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered ‘decision science’. DECODE’s work led to the Liverpool St flash mob ‘dance’ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE marketing in the UK.
He is now one of very few experts to combine a practitioner’s perspective with a profound knowledge of decision science, and is much in demand for consultancy and research.
Phil’s first book, ‘Decoded. The Science Behind Why We Buy‘, was published in 2013 and the second edition was published in 2022. He lectures on decision science for the IPA Diploma, the APG Planning Skills Diploma, the MBA programmes at Henley, Ashridge and Bayes Business Schools and the MSc programmes of Northwestern (Chicago), Sussex, East Anglia (UK) and Napier (Edinburgh) universities.
In 2022 Phil was elected as a Fellow of the Marketing Society.
In a cost-of-living crisis, how does the brain determine ‘value for money’? A £1 ice cream is ‘value,’ but so is a £5,000 handbag. Understanding the neuroscience behind value perception helps businesses shape pricing, positioning, and messaging.
Takeaways: Key principles and actionable steps to enhance perceived value.
AI feels like a fast-moving black box—many brands don’t trust it but know they need to act. This session demystifies AI and provides practical ways to leverage it, especially in creative brand communications.
Takeaways: Best practices and real-world examples of how global brands are already using AI effectively.
The brain processes all marketing stimuli—ads, packaging, and promotions—according to known principles. Applying ‘brain-friendly’ techniques improves effectiveness across all marketing activities.
Takeaways: Proven neuroscience-backed strategies with real-life case studies.
Most businesses think they’re special, but the reality is—consumers don’t care. So how do you make them choose your brand? The secret lies in understanding human motivation and decision-making.
Takeaways: The fundamentals of motivation and actionable strategies to increase brand preference and sales.