Shotton’s ‘Choice Factory’ brutally dismantles brand purpose

MullenLowe London’s former head of strategy says Richard Shotton’s book The Choice Factory is a must-read for anyone in marketing and advertising – not just planners.

… The Choice Factory by Richard Shotton – an excellent new book that gives you practical advice on how to apply behavioural science in your work. It’s a book for all of us.

… This is not just a book to read, it is a book to use. Repeatedly. Whether you’re more Gandalf or Hawking. Buy it in paperback and slot Shotton next to your Morgan, Earls, Feldwick and Sharp. He sits comfortably next to the very best.

Read more at https://www.campaignlive.co.uk/article/shottons-choice-factory-brutally-dismantles-brand-purpose/1461508#B2qOQsCwZBQVHW4A.99