CultivatED Marketer Ep. 49 — Why Comfort, Joy, and Meaning are Critical in Modern Marketing with Samantha Scantlebury
About this episode
The episode discusses the importance of emotional decision-making in marketing with insights from Samantha Scantlebury.
In the 49 th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson are joined by Samantha Scantlebury, Senior Director of Brand Strategy at Signal Theory . Drawing from her early experiences in the field, Sam emphasizes that at its core, human decision-making is driven emotionally and rationally justified. Her perspective challenges marketers to look beyond technology and focus on something much more enduring: humanity. CultivatED Marketer Ep. 49 — Why Comfort, Joy, and Meaning are Critical in Modern Marketing with Samantha Scantlebury One of the most powerful observations from the conversation was surprisingly simple: Humans make decisions emotionally and justify them rationally. Whether someone is purchasing a consumer product, selecting a business partner, or evaluating a software platform, emotional drivers are still at work beneath the surface. Scantlebury referenced the behavioral science principles popularized by Daniel Kahneman , noting that our intuitive, emotional thinking often precedes our rational analysis. This insight applies just as much in B2B marketing as it does in B2C…
People in this episode
Hosts: Brent Bowen, Matt Tidwell, Julie Masson
Guest: Samantha Scantlebury
Topics covered
- modern marketing
- human decision-making
- emotional drivers
- B2B marketing
- brand strategy
- behavioral science
Keywords
- comfort
- joy
- meaning
- humanity
- decision-making
- B2C
- B2B
- brand connection
- emotional thinking
Mentioned in this episode
Organizations: Signal Theory
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