HUNGRY. Espresso - Rory Sutherland - How to Create a Massive Brand-quake for Your Restuarant
Apr 2, 2026
Rory Sutherland, behavioural economist and ad exec known for using behavioural science in marketing. He explains the idea of a 'brand quake'—one experience that shapes perception. Stories include how a postperson or a single service call can redefine a brand. He also explores emotional drivers in house buying and how personal legacy influences value.
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Single Experience Can Create A Brand Quake
- A single standout experience can reshape a brand's entire perception.
- Rory Sutherland calls this a "brand quake," where one interaction disproportionately drives future attitudes toward the brand.
Royal Mail Perception Hinged On The Post Person
- Rory Sutherland recounts Royal Mail research showing people's view of the service depended largely on whether they liked their post person.
- Liking the individual post person overwhelmingly determined whether respondents thought Royal Mail was great.
Southern Water Phone Call Made A Customer
- Rory Sutherland shares a personal story where a charming Southern Water operator turned a street leak into a positive brand memory.
- The efficient, engaging phone response made Rory view Southern Water favorably despite no prior knowledge.