Marketing in the Madness

How behavioural SCIENCE can improve your marketing

Recorded live at Marketing in the Madness Live 2025, this special episode features our headline speaker Richard Shotton, one of the UK’s leading behavioural science experts and author of "Hacking the Human Mind".
In this session, Richard explores how marketers can use behavioural science to make their comms, pricing and customer experiences more effective with lessons from brands including Dyson, Netflix, Uber and KFC.
From the “illusion of effort” to the power of precision, Richard explains why showing the work behind your product can increase perceived value, why exact numbers feel more believable than rounded ones, and why removing friction from the customer journey is often more powerful than trying to motivate people harder.
You’ll hear insights on:• Why Dyson’s 5,127 prototypes became a masterclass in marketing• How visible effort can make products feel higher quality• Why precise numbers boost credibility• What marketers should consider when using AI-generated work• Why “make it easy” is one of the most powerful principles in behavioural science• How brands can make prices feel more compelling without cutting margin
Want to be part of the next one?
Marketing in the Madness Live returns in 2026, bringing together brilliant marketers, founders, creators and behavioural experts for a day of insight, inspiration and straight-talking conversations about what’s really working in marketing.
To get involved, join us on stage, sponsor, partner or secure your place, connect with Katie Street on LinkedIn and follow Marketing in the Madness for updates and VIP invites.
Subscribe for more live sessions, marketing insights and conversations from the people shaping the future of the industry.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Richard ShottonLinkedIn: https://www.linkedin.com/in/richard-shotton/
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

How the Ex-CMO of LinkedIn & WeWork does B2B marketing in the age of AI

What does it actually take to do B2B marketing that feels HUMAN?
In this episode of Marketing in the Madness, Katie Street sits down with Robin Daniels, former CMO at LinkedIn, WeWork and Matterport, live at Human X, the AI conference bringing together the biggest names in the world of AI right now.
Robin has one of the most remarkable careers in marketing, from taking companies public on NASDAQ, to running a Super Bowl ad with the Black Eyed Peas, to now leading marketing, product and go-to-market at Sensai, an HR tech company on a mission to unlock human potential in the age of AI.
In this episode, Katie and Robin get into everything:Why B2B brands need to market like B2C companies 05:45How emotional storytelling beats ad spend every time 07:28 The AI tools Robin's team actually uses day-to-day 10:58Why Robin took his wife's last name and what it says about his leadership values 00:46The hard truth about mass layoffs and what it means for the future of work 18:21 How in-person events and podcasts build serious top-of-funnel momentum 14:31 Why people buy with emotion and justify with logic 07:28 Robin's brand new book, "The Human Success Playbook: A Leadership Tale for the Age of AI" 09:00
This episode is for every marketer, founder and business leader who believes that PEOPLE are still the most powerful force in business.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Robin DanielsLinkedIn: https://www.linkedin.com/in/robingdaniels/
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/

How AI AGENTS are changing ecommerce, checkout & product discovery

Agentic commerce is here.
And if you work in retail, ecommerce or commerce tech, this is one you need to hear.
Recorded live at Shoptalk, Katie Street sits down with leaders from Google Cloud, Commerce, EPAM and PayPal to unpack how AI agents are changing the way people discover, compare and buy products online.
We get into Universal Commerce Protocol, AI-driven product discovery, agentic checkout, payments, identity, infrastructure and why your product data is about to become one of the most important parts of your business.
Because the way people shop is changing fast.
Customers are no longer just typing basic product searches into Google. They are asking detailed, conversational questions. And increasingly, agents are doing the discovery, comparison and decision-making for them.
So if your data is messy, your inventory is out of date, your fulfilment information is missing or your checkout experience cannot support these new journeys, you risk being invisible.
In this episode, we cover what retailers need to do now to stay discoverable, shoppable and competitive in an AI-driven world.
Featuring:
Kapil Dabi, Americas Market Lead for Retail and Consumer, Google CloudSharon Gee, SVP Product, AI & Feedonomics, CommerceBrian Gilmore, Global Head of Commerce GTM, EPAMNixon Dinh, Director of Product Management, PayPalHosted by Katie Street
00:00 Why agentic commerce matters now01:11 Meet the speakers01:47 What is Universal Commerce Protocol?04:47 How UCP compares to other commerce protocols09:16 What is Gemini Enterprise for Customer Experience?13:17 How AI-driven discovery is changing retail15:18 Why product data is now everything18:45 Why agents don’t shop like humans21:30 Why context, fulfilment and policy data matter23:37 Do retailers need to replatform?27:42 Payments, identity and trust in an agentic world30:35 Which brands are already getting ahead?33:51 What retailers should do in the next 3–6 months37:50 Final thoughts: get your robots ready
Agentic commerce is already happening, and the brands that get their data, infrastructure and customer experience ready now will be the ones that win.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Kapil DabiLinkedIn: https://www.linkedin.com/in/kapildabi/
Sharon GeeLinkedIn: https://www.linkedin.com/in/sharongeenyc/
Brian GilmoreLinkedIn: https://www.linkedin.com/in/briangilmore2/
Nixon DinhLinkedIn: https://www.linkedin.com/in/nixon-dinh/
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How Joseph is transforming LUXURY fashion through customer obsession

What does luxury really mean in 2026?
That was the question at the centre of this special Marketing in the Madness episode, recorded live at Shoptalk Luxe with Barbara Campos, CEO of Joseph.
In this conversation, Katie Street sits down with Barbara to explore how one of Britain’s most iconic luxury fashion brands is evolving for today’s customer.
From Joseph’s origins and its focus on empowering women through understated, refined design, to the brand’s obsession with customer understanding, this episode looks at what it really takes to stay relevant in a changing luxury market.
The conversation also explores the role of technology in luxury retail, including how Joseph uses clienteling tools to support more personal, human customer relationships without losing the emotional connection that makes luxury feel special.
Introduction live from Shoptalk Luxe
The history and ethos of Joseph
How clothing can transform confidence
Why Joseph obsesses over the customer
Building a customer-first brand in practice
Using technology to support human connection
How Joseph uses clienteling to personalise the customer experience
Turning the brand around behind the scenes
How luxury customer behaviour is changing
Why luxury is becoming more inclusive
Technology, AI and the future of clientelin
What Joseph is focused on in 2026
And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!
Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Barbara CamposLinkedIn: https://www.linkedin.com/in/barbara-campos-1287548/
Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

What being "AI-ready" REALLY means

Marketing is changing faster than most teams can keep up.
AI is now everywhere - new tools, new workflows and new expectations.
And for a lot of marketers, it’s creating more pressure… not less.
In this episode of Marketing in The Madness, Katie Street sits down with Rob Wrubel, Co-Founder of Silverside, to unpack what it actually means to become an “AI-ready marketer.”
Rob shares how some of the world’s biggest brands are already using AI to move faster, test more and rethink what marketing teams look like.
Including how Coca-Cola built a global campaign with just a handful of people and how Svedka used AI to completely turn around a declining brand.
If you’re trying to figure out where to start with AI or how to actually make it work inside a business then this episode will change how you think about it.
Chapters:00:00 Why marketers feel overwhelmed by AI01:18 The mindset shift: from fear to opportunity03:13 Why most teams struggle to make time for AI04:34 How to start (without overthinking it)06:18 Why AI is like learning a new language07:25 The importance of small, fast experiments10:35 How AI is changing creative teams11:27 What Silverside actually does15:18 Building an “AI brand brain” (and why it matters)17:39 The risk of everything looking the same19:11 The Svedka case study: AI-powered growth22:11 Why data infrastructure suddenly matters24:24 How AI is changing search and discovery26:48 The shift from search engines to AI advisors29:06 The future of agents and automated buying31:23 What’s next for AI marketing teams
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Rob WrubelLinkedIn: https://www.linkedin.com/in/rob-wrubel-5ba8b8314/
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How to build a Premium Prosecco brand from scratch

Most people can name a beer, gin or vodka brand.
But ask them to name a Prosecco brand… and they can’t.
In this episode, Katie Street sits down with Ali Wilson, co-founder of Midas Prosecco to reveal why one of the world’s most popular drinks has almost no real brands behind it and what it takes to change that.
From spotting the gap to building a premium product people actually want to drink, this is a conversation about brand building, quality and creating something that stands out for the right reasons.
You’ll also hear how they got their first bottles into market and why changing perception is their biggest challenge.
Chapters: 
00:00 Why no one can name a Prosecco brand01:30 The moment Midas was born05:00 Why Prosecco isn’t really a “brand” category08:40 The problem with quality (and why it matters)12:45 Building a brand vs just marketing one14:50 The founding team and early decisions17:15 The story behind the name “Midas”20:25 Creating a brand around moments and experiences25:20 Building a new category (not competing in the old one)27:30 Why they turned down mass retail opportunities29:20 Staying premium without chasing volume34:25 How they sold their first 7,000 bottles38:00 The power of people and word of mouth40:20 Final thoughts + blind tasting teaser
If you’re building a brand, launching a product or just curious about what makes something stand out, this episode is well worth your time!
Enjoyed the episode? Click subscribe so you never miss the conversations shaping the future of marketing, tech and brand growth.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMd...Apple Podcasts: https://podcasts.apple.com/us/podcast...
Connect with us:Ali WilsonLinkedIn: https://www.linkedin.com/in/aliwilson19/
Midas Prosseco: https://www.midasprosecco.com/collections/prosecco?srsltid=AfmBOoohh0qxWWzGO2Yma6WhCPQZY581RsLBhtGeza55SNFuJPxH-PTi
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How to measure ecommerce marketing performance across channels

Marketing budgets are under pressure… but most brands still don’t know what’s actually working.
In this episode of Marketing in the Madness, Katie Street sits down with Elissa Brown, Ecommerce Lead at AppsFlyer North America, recorded in Las Vegas.
They unpack what’s really changing in ecommerce right now and why measurement has become one of the biggest competitive advantages a brand can have.
Because the way people buy has changed… fast.
From social discovery to AI validation, to mobile apps and back again, the customer journey is no longer something you can neatly track.
And most brands are still trying to.
Chapters:00:00 Introduction & why ecommerce is changing so quickly02:00 Elissa’s role at AppsFlyer & what brands are struggling with05:00 Why measurement is becoming the most important capability08:30 How consumer buying journeys have fundamentally shifted11:30 The role of AI and LLMs in purchase decisions15:00 Why last-click attribution is no longer enough18:30 The reality of omnichannel behaviour today22:00 Why mobile apps are driving higher value customers26:00 The biggest mistakes brands are still making30:00 What high-performing brands are doing differently35:00 Where ecommerce and measurement are heading next
Customer journeys aren’t just multi-channel anymore. They’re unpredictable.
And if you can’t measure them properly… you can’t optimise them.
In a world where AI is reshaping discovery, and attention is fragmented across platforms, the brands that win will be the ones that understand the full picture.
Not just the last click.
Listen now to understand what’s actually driving performance in modern ecommerce.
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Elissa BrownLinkedIn: https://www.linkedin.com/in/elissa-brown-a099b95/
Katie StreetLinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
AppsFlyer AppsFlyer for e-com: https://bit.ly/4t9nELP Omnichannel guide: https://bit.ly/4mMxGQV
Marketing in the MadnessLinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
#ecommerce #digitalmarketing #marketingstrategy #AIinmarketing #attribution

The trust era: Why CEOs matter more than ads in 2026

Luxury brands talk about loyalty... but what does it actually take to earn it?
In this episode of Marketing in the Madness, recorded live at Shoptalk Luxe, Katie Street sits down with Ahmed Al Derazi, VP & Head of Corporate Communications at Landmark Group, a $7B retail business operating across 15 countries with over 50 million loyalty members. 
They unpack what most brands still get wrong about loyalty, trust and customer experience and why the rules are changing fast.
Because loyalty isn’t just about points or perks anymore. It’s about how brands show up.
Chapters:
00:00 Introduction to Landmark Group and why they’re at Shoptalk Luxe01:00 Inside a $7B value retail empire with 2,500+ stores03:00 Blending value with premium in-store experiences06:30 How Landmark built a 50M+ member loyalty ecosystem09:30 Why loyalty today is about behaviour, not just rewards10:50 What the Edelman Trust Barometer reveals about trust today12:30 Why CEOs and leaders are becoming the new marketing channel15:00 The decline of trust in traditional media17:30 What makes brand communication feel human and believable18:30 What “reputation” really means in modern retail20:00 Strategic priorities for 2026 and building a “tomorrow company”
The big shift?
Trust is no longer built through campaigns.
It’s built through people, consistency and experience.
And in a world of AI, content overload and declining trust in media… that matters more than ever.
And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!
Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Ahmed Al DeraziLinkedIn: https://www.linkedin.com/in/ahmedalderazi/
Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/
#luxuryretail #customerexperience #brandtrust  #loyalty

How Monica Vinader built an accessible luxury brand women actually buy for themselves

What happens when luxury stops being reserved for special occasions… and becomes something you can wear every day?
In this episode of Marketing in the Madness, recorded live at Shoptalk Luxe in Abu Dhabi, Katie Street sits down with Colleen Conkling, SVP of Brand at Monica Vinader, to unpack how the brand helped redefine an entire category: accessible luxury.
From its beginnings in 2008, Monica Vinader challenged the idea that fine jewellery had to be expensive, gifted, or saved for “big moments.” Instead, it created something different - high-quality, beautifully crafted pieces that women could buy for themselves, wear daily and feel connected to.
But building a brand in this space isn’t just about price point.
It’s about:Craftsmanship and responsible sourcingDesign that feels like wearable artCreating emotional connection through personalisationAnd staying culturally relevant without chasing every trend
Colleen shares how the brand balances aspiration with accessibility, why values matter more than ever in a crowded market, and how partnerships - like their recent collaboration with rising artist Sienna Spiro - are chosen with intention, not just reach.
The conversation also explores a bigger shift happening in luxury right now.
As AI accelerates content and production, brands are being pushed to stand out in more human ways - through tactility, authenticity, and meaning. Because when everything can be generated, what people value most is what feels real.
If you’re building a brand, working in marketing, or trying to stay relevant in a fast-moving industry, this episode offers a clear reminder:
And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!
Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast
Subscribe to the podcast:Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6eApple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:Colleen ConklingLinkedIn: https://www.linkedin.com/in/colleengarganconkling/
Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/Instagram: https://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

The AI strategy behind one of the world’s most iconic luxury hotel brands

Artificial intelligence is transforming hospitality but how can luxury brands use AI without losing the human touch?
In this episode recorded live at Shoptalk Luxe in Abu Dhabi, Katie Street sits down with Sean Sear, SVP of Strategy, Technology & Innovation at Langham Hospitality Group, to explore how one of the world’s most historic luxury hotel brands is embracing AI to create better guest experiences.
From AI-powered booking assistants to staff training tools and data-driven strategy platforms, Sean shares how Langham is building a “family of AIs” designed to increase bookings, empower hotel staff and deliver truly personalised luxury hospitality.
They also discuss why successful AI adoption starts with defining the right business problem, how to balance startup innovation with enterprise technology, and why data is the foundation of any effective AI strategy.
If you’re interested in AI in hospitality, luxury hotel innovation, digital transformation or how brands can implement AI across large organisations, this conversation is packed with insights.
00:00 - Introduction from Shoptalk Luxe01:15 - The history and innovation legacy of Langham Hospitality Group02:25 - Why Langham is investing heavily in AI03:10 - Meet the “family of AIs”: Sam, Jarvis and Zoe05:45 - How to identify the right problems for AI to solve07:30 - Building an AI-first culture across a global organisation09:20 - Choosing the right AI technology partners11:20 - Why data quality matters for AI success13:30 - Sean’s advice for businesses starting their AI journey
And because this series is part of our partnership with Shoptalk Luxe, if conversations like this one spark ideas then you'll definitely want to be in the room next time!
Shoptalk Europe 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here:https://europe.shoptalk.com/home?utm_source=mediapartner&utm_medium=website&utm_campaign=marketing-in-the-madness-podcast
 
Don't forget to like, comment and follow so you don't miss the rest of the series 🔔
Connect with us:Sean SeahLinkedIn
Katie Street LinkedInInstagram
Marketing in the Madness LinkedInInstagram
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/