Phil Barden, Author of Decoded once led a European brand relaunch that cost millions. The problem was not the strategy, the budget or the agency. The human brain rejected the advert in seconds. In this episode, Phil explains the T‑Mobile campaign that quietly failed and why the creative meant something very different to audiences than it did in the boardroom. That mistake changed his career. It took him from senior brand roles into behavioural science, neuroscience and decision science, and e...
