Synchronizing a brand’s promise with the behavioral psychology of its customer Last week University of Chicago professor Richard Thaler was awarded the Nobel Prize in Economics for his work on understanding the habits people rely on when making decisions. His insight is based on “the way actual people behave as opposed to the way economists think people behave”. Just as economists assume that people are rational and logical first, so do marketing leaders. Based on Thaler’s work here’s four common mistakes we make in brand marketing. Article: 4 Mistakes Brands Make About Human Behavior