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100: Branding Architecture with Rory Sutherland, Vice Chairman, Ogilvy UK
Landmark episode this week as Business of Architecture UK reaches episode 100. Massive thank you to everyone who has been listening so far and a special thank you to Forza who let us use their beautiful showroom space in Great Portland Street.
To mark the occasion I have an extraordinary guest, Rory Sutherland, Vice Chairman of Ogilvy UK, a world leading advertising, marketing, and public relations agency. Rory is one of the world’s most influential thinkers in marketing, branding, consumer behaviour and advertising.
Rory, is also a self confessed architecture lover, living in the former home of Napoleon III designed by Robert Adam although as Rory says ‘unfortunately in the attic’. He also is a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral. Rory co-founded a behavioural science practice within Ogilvy.
He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour – these are the often small contextual changes which can have enormous effects on the decisions people make – for instance tripling the sales rate of a call centre by adding just a few sentences to the script.
Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon (“at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day”), and the best-selling Alchemy, The surprising Power of Ideas which don’t make Sense, published in the UK and US in May 2019. This book is phenomenal and an absolute must read, as Robert Cialdini said “Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages. Don’t miss this book.’
In this episode you will discover:
- The 4 different types of property value and how architects can utilise these
- How ‘cool’ is the currency that can be used to compete against wealth to create desirable services, products and property
- The important role maps play in determining property value
THIS WEEK’S RESOURCES
Discovery call with Rion