Behavioural Economics offers a psychological "box of tricks" to manipulate behaviour. Most famously ‘nudging’ customers to do things they might not otherwise do.
It panders to our vanity by appearing to put us in control of consumer decision making. BE is useful as a sales activation tool, but does it make brands more attractive, resilient and sustainable over time? Does it create distinctive memorable brand assets, or build emotional affinity?
Brand building requires a deeper understanding of human behaviour and much stronger commitment to long-term brand building.
BE can lure us into ignoring this truth.